Water Communications, a Brand Communications agency, recently unveiled a unique campaign for Tata AIG based on the concept of ‘Starting a New Tradition’. The campaign has been released simultaneously across media, including print, digital and on-ground activations. Besides, the agency has also gone ahead to design diary inserts with the objective of reinforcing top of mind recall for both – the brand and the campaign.
Tata AIG General Insurance Company was looking at substituting the idea of giving presents, sweets or cash money as gifts during the festive season with their insurance products; something that would be more meaningful and last longer than materialistic gifts and the festivities themselves. The agency therefore pondered on various thoughts like ‘Change the Tradition’ or ‘Break the Tradition’. However, knowing how culturally inclined India is, these thoughts could have negative repercussions.
Talking about the new campaign, Ms Ragini Somani, Account Director – Water Communications, said, “We, as Indians are very sensitive about our age old traditions. Hence, the idea of ‘Start a New Tradition’ was born, where we do not imply breaking or changing a tradition, instead starting a new one. And what better time to start something new than festivals, since festivals are all about new beginnings. Thus, the tagline – Ensure You Insure All Your Life’s Blessings. Be it health, home, motor or travel, choose Tata AIG as your security partner in your new beginning. The campaign touches upon key Indian festivals including Raksha Bandhan, Ganesh Chaturthi, Durga Puja, Dussehra, Diwali and Christmas.”
Speaking on the new campaign, Ms Vandana Sethhi, Director – Water Communications, said, “The most important thing in this campaign was its execution. All the illustrations were first painted on sheets and then each brushstroke was done on the system; which means almost every illustration comprised thousands of brush strokes and had to be done with great precision. It was tedious and time consuming at the same time, but the end product was a visual treat. So kudos, to the team headed by Creative Director (Art) – Mr Basit Sheikh, Visualizer – Ms Vinaya Salvi and our Account Director – Ms Ragini Somani.”
Commenting on the new campaign, Mr Cornel Cabral, Manager – Marketing, Tata AIG, said, “This campaign was an effort to engage with our stakeholders in a non-traditional format while addressing our objective of positioning general insurance in an incidental addition to the activities during the festive season, we would like our customers to not see insurance a complicated financial product but something simple and necessary to lead a secure lifestyle.”