Aviva India launches their new brand campaign

• Further strengthens the brand’s association with the ‘child space’ by talking about the ‘parent-child’ relationship in a newer, yet substantial dimension
• The TVC goes on air on February 7th
• A 360 degree approach involving television, print, outdoors and digital to build the campaign

Aviva India, announced the launch of their new brand campaign with an evocative TVC exploring father and child relationship. Building further on Aviva’s association with child space this campaign aims looks beyond only child education insurance by taking a holistic view of protecting the child against all odds in life from a father’s lens.

The role of father in our society has evolved substantially over the past years. From being a disciplinarian and the prime bread winner of the family, a father today has evolved into a friend and a confidante and plays many roles in a child’s life. Aviva’s new brand campaign aims to highlight a father’s most important role – that is of a protector along with all the other roles that he plays.

The TVC which went on air on 7th February, 2012, shows Aviva’s brand ambassador, Sachin Tendulkar introducing father of a new born to his future roles, which include role of a friend, a guide, a teacher etc, that he will be playing as a father. However he is told that the most important role that he must play as a father is that of a protector, by ensuring that his child is well protected against the inconsistencies of life whether or not he is around.

Speaking on the occasion Mr. Gaurav Rajput, Director – Marketing, Aviva Life Insurance said, “Taking cognizance of India’s demographics and the concerns of young parents in the nation, three years back Aviva decided to concentrate on the child insurance space. As part of the insights study that we conducted recently, we realized that while education remains one of the key concerns of parents, in the bigger picture protecting child holistically is becoming more significant. We believe that no one has explored the father and child relationship and the evolution of the same over the years and in the protection space, father clearly plays a bigger role in a child’s life. “

He added, “While many campaigns, in the past have stressed on the importance of a mother’s role in a child’s life there are very few which have attempted to underline a father’s contribution. Through this campaign Aviva intends to celebrate fatherhood by educating fathers about their most important role and encouraging them to protect their child’s future through appropriate insurance.”

This 35 second TVC, which will be playing across channels, will also be supported by a 360 degree marketing campaign involving print, outdoor and digital communication to drive the message to the target audience.