Tata AIG Life Insurance’s recent campaign is being endorsed by animated characters. This attention grabbing campaign has two brand ambassadors called Sukhi and Dukhi.
According to Sonal Dabral, chairman, Bates 141, “The financial advertising landscape has been warm and fuzzy for a long time. Happy families, mushy relationships, rona dhona, hasna gaana. Since every brand is following the same approach, the landscape has also turned an indistinguishable grey. The ideas are good, but because of the similarity in tonality and imagery, people remember the communication but forget the brand. We decided to break this norm and for both, efficiency and memorability, we created Sukhi and Dukhi to communicate the suite of products that Tata AIG is offering. And we decided to do it with a distinct executional style. A unique mix of live action and animation. We hope that with their lovable quirks and nuances, Sukhi and Dukhi will make a lot of friends among our target audience and will end up becoming a long running, efficient and extremely versatile device for this brand.”
“Sukhi represents the eternal optimist and Dukhi, the pessimist. Dukhi voices the confusion in the consumers mind when it comes to buying insurance, while Sukhi on the other hand, has the clarity of thought and ability to make all the right decisions. Sukhi and Dukhi really started to live and breathe as we developed scripts and situations around the products. And as we worked with Ayappa (Footcandles) on these Humation characters, we began to really get excited with their executional potential,” explained Russell Barrett, ECD, Bates 141.
Sandeep Pathak, CEO Bates 141 said, “There was a definite need to make life insurance products relevant to consumers in a way that was simple and yet memorable.” “In an under-penetrated category, the ‘Humation’ campaign provides simple, solid reasons for the specific product advertised. The format and the execution is a refreshing change from the standard clichés of life-stage depiction that is oft used in this category.”
The commercial has been shot by Ayappa (Footcandles). The rest of the films will be sequentially aired over the next five months as each product is launched.