MAM

Tata AIA Life Insurance launches media campaign ‘Rakshakaran Heroes’

The campaign establishes the idea that by protecting the family’s financial future

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/01/23/tata.jpg?itok=EvcmHifE

MUMBAI: Tata AIA Life Insurance has launched the media campaign Rakshakaran Hero that addresses the major concern of green cover depletion and lack of Life Insurance penetration in the country. The campaign breaks with a new brand film that inspires the consumers to protect the future of their families as well as that of the planet.

The campaign highlights the pledge that the company has made towards planting a tree for every Tata AIA term policy bought.

An extension of the brand promise of Tata AIA, Rakshakaran Ki Reet, the TVC highlights the larger purpose that buying a term policy serves. The Rakshakaran Hero campaign establishes the idea that by protecting the family’s financial future, the consumer is also participating in the larger good of protecting the planet, by making it greener, thus making him a Rakshakaran Hero.

The commercial, conceived by FCB Ulka, opens inside a modern Indian house where the father has just bought a life insurance plan from Tata AIA Life as the wife looks on. Their children start hugging the father with joy and love, for ensuring a financially secure future for the family. Suddenly, something delightfully unexpected happens. Kids from diverse backgrounds, from across the country, emerge from all around and start entering the house and begin giving the father a hug. It is a ‘thank you’ hug, for protecting their collective future by protecting the planet. The film ends with the message - Tata AIA Life Insurance ke term Plan se aap sirf apni family ki hi nahi, planet ki bhi raksha karne ki reet nibhaate hai (With Tata AIA Life Term plan, you not only practice the ritual of securing your family’s future, but also embrace the ritual of protecting the planet). The new campaign on Rakshakarn Hero by Tata AIA Life Insurance expresses the pride and joy of being responsible for the planet.

Speaking on the Rakshakaran Hero campaign, Tata AIA Life Insurance MD & CEO Rishi Srivastava said, “Financially securing families while protecting the environment blends our purpose with a larger societal goal. We celebrate our policyholders for championing this cause and taking the firm step of protecting their families and everyone’s collective future by protecting the environment. The Rakshakaran Hero campaign film celebrates our policy holders as the real Rakshakaran Heroes who earn the love and adulation of many, especially children, whose future they protect.”

“With mounting concerns over fast-degrading quality of air and waning green cover, we feel we must play a proactive role in countering the ill-effects. I am proud that our campaign has hit the right chord with the consumer as they promise a cleaner, brighter future to our coming generations,” he added.

The campaign has been designed by a creative agency, FCB Ulka. The TVC will run for the period of one month during entire India – Australia Cricket Series. It will be seen via TV, Digital and Outdoor platforms.

Speaking about the film and the campaign, FCB Ulka national creative director Keigan Pinto shared, “It is a moment of immense pride for us to have our partners, Tata AIA Life Insurance, do their bit to make the planet greener, healthier and more sustainable. But it is no surprise when it’s a Tata group company. Creatively, we wrote a story about our protagonist getting appreciated, thanked and hugged not just by his own kids, whose future he just protected by buying life insurance, but by a bunch of over 30 happy kids from diverse backgrounds, who eventually create the really big, warm hug. What an experience it was. Kids, who represent our future, showing affection for a Rakshakaran Hero who just protected their collective future. We are grateful, once again, to our partners Tata AIA Life Insurance for supporting what we believe is a good creative for a noble cause.”

Rakshakaran Hero initiative was started in Sept 2019, whereina sapling is planted in the name of the policy-holder for every term policy that is bought. These saplings are planted in designated regions across India to enhance the much-required green cover in country. Under the unique Rakshakarn Hero initiative, the organization has already planted over 60,000 trees.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/28/kirin.jpg?itok=Z5_zl0Tm
Kirin Crayons Organizes Industry Roundtable on Indo-China Bilateral Trade relations & the Impact of Coronavirus

MUMBAI: Kirin Crayons, the leaders in providing integrated marketing solutions for Chinese brands to prosper in India in association with the International Advertising Association organized a roundtable discussion ‘WE STAND WITH CHINA’. The aim was to bring to light the Impact of Coronavirus on...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/28/denver.jpg?itok=rgXqGj0V
Denver’s SRK Signature Collection, Maestro & Emperor launched

Denver, a leading brand in Men Grooming Industry has added all new Denver Signature range of deodorant body spray. The two new eminent of the collection, Denver Maestro & Denver Emperor has a magnificent odour for all men to keep smelling and feeling extraordinary. This series of Denver,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/28/fortune.jpg?itok=H9n_qFjx
Fortune unveils a new logo and identity

MUMBAI: Fortune, a renowned food FMCG brand has unveiled a brand new logo and a wide range of product offerings. In the digital era, where the consumer’s attitude and behaviour have become extremely intuitive, the brand opted to focus on digital amplification to present it’s new identity across...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/28/etmoney.jpg?itok=9Z05JQXR
ETMONEY launches India’s first tax rap ‘Tax Ka Bhoot’

MUMBAI: As Indians enter the last month for saving tax for this financial year, ETMONEY has launched a rap song featuring India’s newest dance sensation, TikTok star Yuvraj Singh, famously known as Baba Jackson and actor Biswapati Sarkar on the average Indian’s fight against the ‘Tax Ka Bhoot’...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/28/sprite.jpg?itok=FU9av5-G
Sprite launches multi-lingual summer campaign

MUMBAI: Coca-Cola India has unveiled a new campaign ‘Garmi mein Doubt Hatao, Sprite Uthao’ for its sparkling beverage Sprite. The campaign in a light-hearted manner reiterates the brand’s core message of being the best refresher in the summer.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/28/brand.jpg?itok=b8vUengM
Brand Street Integrated Executes Experiential Campaign for MTR’s New Product “Laban Stretchy Man”

MUMBAI: Brand Street Integrated, a leading marketing agency has executed an experiential campaign for “Laban Stretchy Man”, the new human-shaped, stretchy, fruit flavoured chews from Norwegian brand Orkla. The product has been localized by MTR Foods in India. This was a sales and sampling campaign...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/28/prega.jpg?itok=HypwxrwO
Prega News gives a new colour to Good News with #ImwithYellow camapign

MUMBAI: Despite many social and economical advancements that the society has witnessed in its journey to the 21st century, there are certian evils that still prevail here.  it’s disheartening to see how something as serious as sex discrimination still exists in our so-called modern society!

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/28/Worldline.jpg?itok=tV2QMwZk
UPI recorded transaction volume of 10.8 bn in 2019: Worldline India Digital Payments Report

MUMBAI: In 2019, the four forms of online payments -- debit cards, credit cards, Immediate Payment Services (IMPS) and Unified Payments Interface (UPI), recorded a combined transactions volume of over 20 trillion and combined value of over Rs trillion, reveals the annual Worldline India Digital...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/27/The-Red-Abby_-Jury.jpg?itok=iIFDbv_y
Red Abby to adjudge the best communication programmes that fight violence against women

MUMBAI: The Advertising Club and the Advertising Agencies Association of India (AAAI) will launch ‘The Red Abby’ award as a part of Goafest 2020.  ‘The Red Abby’ awards have been instituted to acknowledge the best creative works that address the issue of violence against women in society. The jury...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required