By A Correspondent
Taking a fresh route towards communicating their Endowment Policies to the consumers, LIC along with DDB Mudra Group has created new campaign with the positioning ‘Plans banateraho, zindagisajateraho.’
With this new campaign, the brand intends to showcase its four different products- LIC’s New Endowment Plan, LIC’s JeevanLakshya, LIC’s Limited Premium Endowment Plan and JeevanLabh in a single compelling story, without resorting to the usual narratives of double benefits (Protection and Savings).
Using a young couple as the center of the story, the brand attempts to communicate the deeper understanding of the consumers which the brand is equipped with. The storyline of the TVC has been built around the fact that in today’s progressive society, the partnerships between husband and wife are increasingly equal in nature; where the woman is encouraged and supported to find her own calling by her husband who is instrumental in this shift. The TVC captures this new dynamic and demonstrates how LIC’s Endowment Plans offer both savings and security, so one can fulfil their dreams without any worries.
The TVC begins with the couple, cleaning up post a dinner party. The husband appreciates his wife’s cooking skills and as they pack the leftovers and the dishes, he encourages her to start her own restaurant. Intrigued but puzzled by the proposal, the wife starts reacting with a stereotypical response, but stops mid-sentence as she turns and doesn’t find her husband around. The husband then walks in with a chef’s cap, places it on her head and reassures her that in his presence or unfortunate absence, she shouldn’t have to give up on her dreams. The spot closes with the line ‘Plans banateraho, zindagisajateraho’ to bring out the benefit of LIC’s endowment policies in the most impactful, yet simplistic manner.
Quoting on the campaign, Sonal Dabral, Chairman and CCO, DDB Mudra Group said, “There are many ‘what-if’ moments in the life of a couple. Hopes and dreams and yet a quiet fear of those dreams remaining unfulfilled. This forms the core of the film brought to life in a simple but nuanced story of a husband dreaming up plans for his wife, the wife’s fears of losing him and yet the husband’s quiet confidence of realizing those dreams no matter what. Thanks to LIC’s endowment plans. I’m sure our audience will be as engaged with this story as we were while creating it.â€