Reliance Life launches new marketing campaign for Online Term

India Infoline News Service | Mumbai |

The new marketing campaign aims to increase the popularity of going online to buy life insurance, which can be done within 10 minutes through reliancelife.com

Reliance Life Insurance Company, part of Reliance Capital Limited, has launched its new marketing campaign with actor Anant Nag and Cyrus Sahukar forits new Online Term plan.

Reliance Online Term, launched recently, is one of the most affordable term plans in the market, offering life cover of as high as Rs. 1 crore through a premium of as low as Rs. 15 per day (for a non-smoker 25 year old healthy male and policy term of 15 years).

The new marketing campaign aims to increase the popularity of going online to buy life insurance, which can be done within 10 minutes through reliancelife.com

Commenting on the new communication campaign, Anup Rau, CEO, Reliance Life Insurance, said: The life insurance density in the country is low, indicating that a large population is inadequately insured. Term Plans allow customers to get a large cover at affordable premiums. Since the products are simple, they can be bought without solicitation by customers directly. The online medium helps reduce the price as there are no intermediaries and the benefit can be passed to the customers. Our new campaign highlights how one feels like a guardian angel, having secured his family's future. In other words, he is like a "Family Ka Farishta.

The advertisement is set against the backdrop of a skeptical father-in-law (Anant Nag) visiting his daughter. As the father-in-law discovers more details about his son-in-law (Cyrus Sahukar), he is more worried that this boy is not serious enough to take care of his daughter or soon-to-be-born grandchild. His unassumingly earnest son-in-law is quick to put him at ease as he shows how prepared he truly is, having secured his family's future with Reliance Online Term. This impresses the father enough to break the ice with his sonin-law and see him in a whole new light.

The TV ad is being aired across national GEC, News and Movie channels. In digital media, the campaign engages with the online shopper through a series of contextual videos that reminds the customer not to forget their family while engaging in their interests. These videos take a time leap where Cyrus is already elevated to the role of Family Ka Farishta. He is shown as a father and a family man who informs the audience about getting a large life cover of Rs One crore for a premium as low as Rs. 15 per day is now easy.

 
The soul of the campaign
The thought of the campaign came from the insight that buying a life cover triggers an emotional tick mark in the mind of an individual of having taken care of something important for his loved ones. People feel good about getting protection for their family. This notion is further reinforced by the fact that now getting a premium of as high as one crore is as easy as Rs.15 a day. Now becoming a guardian angel for the family is within reach of everybody. The core message of campaign "Bano apni #FamilyKaFarishta" comes from this proposition. The entire campaign creates conversations around being your #FamilyKaFarishta.
 

The campaigns premise
The premise of the campaign is set against the backdrop of a typical, old school skeptical father-in- law visiting his son-in law and his expecting daughter. He believes that his son-in-law will never be good enough for his precious daughter and is almost looking for reasons to believe that. This is a very interesting relationship which is still unexplored in the India Insurance space. The current set of advertisements from competition is still using images happy family to communicate the brands role for the customer. 
 
In the television commercial (TVC), the father-in-law, discovering more details about his son-in-law gets convinced that this immature boy is hardly grown up enough to take care of his pregnant daughter or the expecting child. He is quick to pass judgment on the surface but his earnest and cool son-in-law is quick to put him at ease as he shows how prepared he truly is about his wife & childs future with Reliance Online Term . The reliability of the Reliance Online Term plan convinces and impresses the father enough to have faith in the sonin-law and see him in a whole new light.
 
The interplay between the father-in-law and son-in-law sets the tone of the campaign at launch. The relationship between the two men of different generations is portrayed in a very real and organic manner and is pretty much the core of the TVC. The change in their dynamic is also shown in a nice subtle manner in the end with the father making efforts to break the ice.
 
In Digital Media, the situation takes a time jump where son-in-law is already elevated to the role of Family Ka Farista. Through videos the son-in-law is shown as a father and a family man. He engages the audience by trying to talk to them, informing them about the great news that getting a cover as high as one crore through a premium as low as Rs. 15/day, is now easy. Anybody can now become the family ka Farista
 

The Brands Role
The brands role is that of an enabler which transforms a seemingly ordinary person into the Family Ka Farista. Through the protagonist (son-in-law), we are communicating thoughtfulness which is one of the core value of the brand.
 

The Cast
The tone of the film is accentuated by the presence of seasoned actors who lend their natural performance to the campaign, creating right atmosphere.
 
Anant Nag is a cinema veteran who has acted in more than 100 films in multiple languages. He is considered one of Kannada cinema's finest actors. He is popularly known as an actor with no failures, by critics. In addition to Kannada movies, he has acted in Marathi, Tamil, Malayalam, Telugu and Hindi movies. He has also acted in Malgudi Days, directed by his younger brother Shankar Nag based on the stories by R. K. Narayan. His work was much appreciated by critics at that time. He is fluent in Kannada, Konkani, Marathi, Hindi. His versatile natural acting coupled with the style of speaking made him one of the most successful actors in Kannada cinema. For us he dons the role of the father-in-law.
 
Cyrus Sahukar is a former MTV India VJ and a bollywood actor. He is known for his comic wit in shows like Semi Girebaal and other such satirical comedy shows, hosting and spoofs. He has natural comical presence and fits the role of non imposing, but sorted, son-in-law aptly. In many ways he is a true representation of the urban male audience whom we are targeting.
 
Campaign Credits:
Creative agency McCann Worldgroup, Mio Design
Chief Creative Officer: Prasoon Joshi (McCann Worldgroup), Siddharth Dutta (Mio Design)
Director: Nikhil Rao (Jamic Films)
 

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