Remember the evangelist insurance ads that hollered at you to either buy the insurance products or die, be maimed, suffer unimaginable ill-health, misfortune and the worst doomsday scenarios possible? Well, there are two, perhaps three, firms which are beating the status quo, churning out ads that talk about everything positive, but disaster! Great start, but are customers buying the spin?
From “Your partner for life” to “Karo Zyaada Ka Iraada”, the transition in the tagline is representative of the metamorphosis in the mindsets of the ad makers engaged in scripting advertisements for an intangible product viz. insurance. Well, the change in the language of the tagline from English to Hindi indicates that the insurer wants to speak the consumer’s language and probably is more comfortable in their own skin. The ad campaigns of insurance firms usually communicated doom and fear and all thanks to the communication strategy, people invariably bought policies out of fear or guilt.
The year 2008 changed it forever and turned out to be the point of inflexion which saw the creation of a whole new benchmark for insurance ad campaigns. The jingle, “Nazar ko kya chahiye, khwaab thode zyaada... khwaab ko kya chahiye, rang thode zyaada... karlo phir zyaada ka iraada,” from the stable of Max New York Life Insurance Company Ltd (MNYL) or for that matter the jingle, “Ye kis pyari hifaazat mein ho, befikri ki halat hai...” from the stable of Bajaj Allianz Insurance challenged the status quo and helped push the boundaries in search and creation of a bigger and brighter tomorrow.
Why these ads covered miles was because of two reasons. One, they didn’t talk about death, accidents, despair, misfortune or any such doomsday scenario. Two, at the first glimpse, no one would have ever thought that the advertisements pertained to insurance. For a change, an insurance ad spoke of a dream and intended to awaken today’s India to re-look at itself, its realities and the untapped possibilities. The new brand campaign was not only instrumental in seeing to it that the brands (MNYL as well as Bajaj Allianz) broke through the clutter in life insurance advertising but also ensured an unprecedented surge in brand metrics.
From “Your partner for life” to “Karo Zyaada Ka Iraada”, the transition in the tagline is representative of the metamorphosis in the mindsets of the ad makers engaged in scripting advertisements for an intangible product viz. insurance. Well, the change in the language of the tagline from English to Hindi indicates that the insurer wants to speak the consumer’s language and probably is more comfortable in their own skin. The ad campaigns of insurance firms usually communicated doom and fear and all thanks to the communication strategy, people invariably bought policies out of fear or guilt.
The year 2008 changed it forever and turned out to be the point of inflexion which saw the creation of a whole new benchmark for insurance ad campaigns. The jingle, “Nazar ko kya chahiye, khwaab thode zyaada... khwaab ko kya chahiye, rang thode zyaada... karlo phir zyaada ka iraada,” from the stable of Max New York Life Insurance Company Ltd (MNYL) or for that matter the jingle, “Ye kis pyari hifaazat mein ho, befikri ki halat hai...” from the stable of Bajaj Allianz Insurance challenged the status quo and helped push the boundaries in search and creation of a bigger and brighter tomorrow.
Why these ads covered miles was because of two reasons. One, they didn’t talk about death, accidents, despair, misfortune or any such doomsday scenario. Two, at the first glimpse, no one would have ever thought that the advertisements pertained to insurance. For a change, an insurance ad spoke of a dream and intended to awaken today’s India to re-look at itself, its realities and the untapped possibilities. The new brand campaign was not only instrumental in seeing to it that the brands (MNYL as well as Bajaj Allianz) broke through the clutter in life insurance advertising but also ensured an unprecedented surge in brand metrics.
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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