BRAND : Aviva
AGENCY: Publicis India
BASELINE: Kal Par Control
DESCRIPTION: Sachin is on a sea beach playing cricket with a bunch of kids as he talks to us. “In some ways life is like cricket, jaise karoron fans ki umeeden hum pe tikee hain, aapke parivaar ke sapne aap par tike hain...you have to be tension-free… That’s when you can play life khulke, make the most of today aur jiyo ji bharke. In some ways life is like cricket, live it khulke.” The V.O. says, “Aviva ke insurance plan, banaye behtar aapka kal, taki aap aaj rahen tension-free aur jee sake zindagi khulke.”
4Ps TAKE: The Master Blaster is promoting Aviva Life insurance now, and, as usual, he looks in form, the right nick – and very convincing! The USP is the security provided by the product to millions of middle-class Indians who want to secure their future. As the brand ambassador is the cricketing hero, the smartest idea seems to be associating the popular game with the product in question. The reward to the prospect? The Master Blaster himself!
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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