Mumbai: Tata AIG General Insurance has unveiled its new campaign called ‘Trusted Naam, Fantastic Kaam’ featuring Bollywood superstar Ranbir Kapoor. The campaign has been conceptualised by What’s Your Problem, a Wondrlab company.
Directed by Abhijit Sudhakar, the ad film features Ranbir Kapoor in never-seen-before quirky characters, such as a transgender person and a freezing cadet. It aims to drive home the message of how Kapoor, despite coming from a strong film heritage works extra hard to build on that legacy, just as how Tata AIG despite being an established brand has been constantly innovating to give benefits that are relevant to its new-age customers.
“When we started with interviewing stakeholders at the client’s end, we realised that while Tata AIG is an extremely trusted name in the category, like any Tata company, they are also a lot more. The immediate thought that came to mind was – ‘sirf trusted naam nahin, fantastic kaam bhi,’ stated aid Wondrlab co-founder and chief creative officer Amit Akali. "After that, in discussions, we realised that similarly there was one celebrity who not only lived up to his family name and legacy, but had put in efforts to go way beyond, and that was Ranbir Kapoor.”
“In fact, there were no plans to get a celebrity on board initially, but we all realised this was a perfect fit. Ranbir’s ethos and the brand’s ethos were the same. The films bring alive the ‘naam and kaam’ philosophy by exploring the dynamism between the superstar and a young celebrity manager who can’t wrap his head around his sir’s extreme efforts. The campaign also highlights the unique offerings of Tata AIG with a series of quirky feature-led shorties. Seeing Ranbir in never-seen-before avatars is sure to catch everyone’s eyes,” he further added.
“Our focus has always been to be transparent and create awareness about the various aspects consumers should consider while signing up for insurance," said Tata AIG General Insurance Consumer Business president Parag Ved. "The current campaign does just that, put consumers first and educate them. Ranbir was the perfect fit as he brings in the legacy which our brand is also attached to.”
The campaign will be spread across mainline & digital on television, social media, OTT via digital and influencer marketing, said the statement.
