Mumbai: What do you get when you put together the creative genius of PrahladKakkar and the comic brilliance of Javed Jaffrey? You get pure on-screen magic as witnessed in the latest campaign by Star Union Dai-ichi Life Insurance that spells out insurance awareness with one key message, ‘roti, kapdaaurmakaankesaath#BimaHaiZaroori’. The campaign features Javed Jaffrey as the dashing and action-packed hero of the 70s, representing a common man working hard for his basic needs of roti, kapdaaurmakaan.However, when the villain of life’s uncertainties comes knocking, he is more than confident to face the situation as he has empowered himself with the fourth basic need for survival and that is BIMA – Life Insurance.
The idea stems from the insight of Mr. Girish Kulkarni,MD & CEO of SUD Life who believes that in today’s world, financial planning is essential if one aspires to live comfortably in a future rid with expenses. However, only wealth creation isn’t important. We need financial security as well, to protect our savings and dreams we shape for our loved ones. That is where insurance comes in. It offers you a combination of protection and long term wealth creation, two pillars that are necessary, now more than ever.
"Roti, Kapda, MakaanaurBima is an honest attempt to take Life Insurance or Insurance as a matter as a category to semi urban, or rural India where insurance is very poorly understood. This will prove to be a great category booster in terms of awareness of life insurance,"says Girish Kulkarni, MD & CEO, Star Union Dai-ichi Life Insurance.
Translating this thought into communication was a challenge and that is where the team at hotstuff came in. As domain experts in BFSI, working with India’s leading brands, they decided to treat the campaign as an off-beat presentation of insurance as compared to the routine life insurance commercials out there.
Speaking on the same, CEO, hotstuff, ArunFernandes said "We have been working with India's leading BFSI brands for over two decades and personally I believe infotainment is a much needed solution when it comes to financial awareness. The manner in which such information is presented and the way in which media is used to present such stories to investors is crucial. Like all our campaigns, we focus on strategy that aids brand recall and brings in numbers and off late, interesting content backed by all round media integration has helped us stand out and create a niche as an off-beat communications agency."
Given the opportunity, hotstuff decided to not just aid the cause but also usher a breath of fresh air in the BFSI world that is often more informative rather than entertaining."Through the campaign, we wanted to tell a story that would create a mass effect. As a fan of the movies from the 70s, this was a great chance to pay tribute to that era and we used Cinema as the hook to create this larger than life proposition. Right from the art to the music to the look and feel, we went the distance to recreate that classic feel. We didn't program the music but got musicians from the 70s to play the themes live, the styling and storytelling were structured keeping the era in mind. The entire idea was to make people watch an entire movie in 60 seconds and take home one message - BimaHaiZaroori," added Terence D'Souza, Creative Director - hotstuff
hotstuff worked with Ad Guru, PrahladKakkar, who helped scale up the vision and add his touch of trademark humor and entertainment to the entire campaign by ushering a bit of nostalgia into every frame. The typical Maa, the glamorous girlfriend, the rags to riches story and the trademark laugh of the villain are all wielded into a path-breaking script that is meant to create a paradigm shift in which financial instruments are communicated in India.
"You need to be a lover of that particular period and that genre to use Insurance on a platform like this. I don't think anyone has done it. Here we are with a company that believes in the concept. They took the leap and I think it will change the goalpost for the insurance sector,"addsPrahladKakkar.
However, the film would be incomplete without music that reflected the themes of the 70s. The agency worked with musicians who had worked on the movies from the 70s to ensure that they recreate the feel of those movies. They have created radio jingles that sound like Kishore Kumar songs. The designs on social media and print media featuresJaved Jaffrey in those iconic poses and are made to look like movie posters. The entire campaign is being driven as a complete movie in itself to generate intrigue and get people to watch it and understand that ‘sirf roti, kapda, makaannahi…bimahaizaroori’.
Over the months, Star Union Dai-ichi Life Insurance would want to take the campaign a step ahead and continue this theme of 70s cinema to talk to people in a language they understand – to educate them on the importance of BIMA in their lives.
