Tag: Tata AIG Life

By Anil Thakraney

Good values = Great future? Hmm. Not really sure about this. Else every decent bloke would be Mukesh Ambani. However, the Tata AIG Life guys are convinced about this theory.

Their new TVC tries to say that a strong foundation is essential for a person’s future. And they have equated foundation with values. The ad features a young gal who wants daddy to meet the love of her life. But the dad is a bit of a khadoos, and believes that the new generation lacks values. However, our smart dude arrives and promptly touches khadoos daddy’s feet. Khadoos is much impressed and this sounds like good news for the lovers.

There is nothing wrong with the TVC per se, it’s the script that plays out on our soaps every prime time evening, and so uncles and aunties will love all this feet-touching business. So that’s cool. The problem lies in its link to the brand. The story takes so long to reach its climax, the Tata AIG Life spiel gets hurried through in the end. A voiceover rattles off something about a good investment start for better returns, but that’s blink and miss stuff. Almost like a statutory warning.

Net net: The TVC establishes Tata AIG Life’s own values, that they must be a bunch of nice guys. But what exactly these nice guys can do for your hard earned money gets left almost unanswered. In short, as they say, operation successful but the patient died. Tch, tch, tch.

Rating: (On a scale of 1 to 5): 2. A pleasing commercial that does little for the brand.

By Anil Thakraney

Tata AIG Life Insurance has released a new TVC to hawk their children’s ‘Gyankosh’ insurance plan, and I totally like this one. Instead of promising that our children’s future will be safe with Tata AIG Life, and that they’ll grow up to become doctors and engineers, the focus is on inculcating the right values in the kids.

The commercial features a young family at the dining table. When the servant arrives to serve food to the kid, the dad demands that he must say thank you to the house help. The spoilt lad refuses, but the dad puts his foot down. Finally, after much prodding, the kid says thanks to the servant and learns a lesson he’ll hopefully never forget in his life. The VO explains that parents must focus on the right upbringing of their children and Tata AIG Life will worry about their future.

Good one. Very refreshing and unexpected communication. And very relevant for our times. Because Indian parents in general do not bother to teach good manners to their kids, and this is amply demonstrated by the little ones at public places.

In addition the message emphasises the company’s core brand values. I also like the thoughtful execution… specially the part where the mother does not interfere when the dad is teaching his son a lesson. Wonder if all moms would do that in desi households.

Rating: (On a scale of 1 to 5): 4. Also works nicely as a public service advert.