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The Objective

TATA AIA life insurance wanted to create a need for Protection and Insurance led products. Immediate aim was to convert existing leads to consumers, creating brand love.

The Idea

The digital video campaign reminds the viewers of the years gone by in a satirical way, while subtly introducing the brand’s message on how most many Indian families are living behind the times when it comes to their insurance cover; and how they can now assess their right value by using Tata AIA Life’s ‘Catch Up Calculator’. The calculator while being a tool of lead capture, gave users an additional benefit. It was devised to appeal to people on the move and people with less time.

The Outcome

Overall, the campaign created quite a buzz and was successful in garnering impressions across social media. The video received 49,11,000+ views (15th Jan – 31st March). This campaign stood out for the way it was curated, planned and executed. In a span of 74 days we received over 16,000 leads from the quick calculator alone.

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