NEW DELHI: A new digital campaign by Exide Life Insurance aims at projecting the need for a second income in a very simple way using two interesting situations.
The video-led #IncomeKaTopUp launched across social media relates to the Exide Life Income Advantage Plan.
The campaign shows two sets of friends planning a much longed for holiday, banking on their annual salary increment. And when that increment isn’t satisfactory, the videos show there is still a way to make that holiday happen with #IncomeKaTopUp without being subjected to ups and downs of annual increments.
The campaign in its first week has already generated a lot of interest from the core Target Audience. The videos have received over 1 million views across Facebook, Youtube and Twitter.
#IncomeKaTopUp helps these friends fulfill their holiday dream.
Income Ka Top Up – Photo Tour
Income Ka Top Up – Scuba Diving
Exiide Marketing and Direct channel director Mohit Goel said, “The message integrates perfectly with our mission of helping Indians prepare financially for a long and happy life. It is a universal fact that a little extra is always welcome. And this maxim holds true for income more than anything else. An extra or a regular second income is like the topping on ice cream – it makes everything better. Through this campaign we want our customers to appreciate the need to plan for their #IncomeKaTopUp so that they don’t compromise on experiencing the joys of life.”
NEW DELHI: A new digital campaign by Exide Life Insurance aims at projecting the need for a second income in a very simple way using two interesting situations.
The video-led #IncomeKaTopUp launched across social media relates to the Exide Life Income Advantage Plan.
The campaign shows two sets of friends planning a much longed for holiday, banking on their annual salary increment. And when that increment isn’t satisfactory, the videos show there is still a way to make that holiday happen with #IncomeKaTopUp without being subjected to ups and downs of annual increments.
The campaign in its first week has already generated a lot of interest from the core Target Audience. The videos have received over 1 million views across Facebook, Youtube and Twitter.
#IncomeKaTopUp helps these friends fulfill their holiday dream.
Income Ka Top Up – Photo Tour
Income Ka Top Up – Scuba Diving
Exiide Marketing and Direct channel director Mohit Goel said, “The message integrates perfectly with our mission of helping Indians prepare financially for a long and happy life. It is a universal fact that a little extra is always welcome. And this maxim holds true for income more than anything else. An extra or a regular second income is like the topping on ice cream – it makes everything better. Through this campaign we want our customers to appreciate the need to plan for their #IncomeKaTopUp so that they don’t compromise on experiencing the joys of life.”
MUMBAI: In a country where life insurance is mostly either brushed off as a retired man’s business, or drill to get over with, or at the most, an investment tool, it becomes increasingly difficult for brands in financial services category to come forth and deliver an engaging campaign that doesn’t speak of ‘returns’, ‘services’ or ‘ease of claim settlement.’ To steer away from this clutter and make a unique brand positioning, PNB Metlife has launched their new campaign LifeMienTwist, which takes a light hearted take on the otherwise sombre topic of life insurance.
Conceptualised by McCann Erickson and produced by Razorblade Films, with director Anwar Sayed behind the lense, the new campaign is digitally enhanced and rides on the success of its previous digital campaigns, #HappinessBuddy and #HealthForHappiness.
PNB MetLife India strategy marketing and products director Niraj Shah said, “The objective with this digital-only film is to try and communicate our core proposition of trying to address situations where due to uncertainties life can come to a standstill or change from here on. In our case situations could be death, deterioration of health, or milestones such as retirement. We wanted to send home the message in a manner which is not very morose or serious. We wanted to communicate it effectively but not too seriously.”
Though a shift from the band’s usual tone of brand communication, PNB Metlife took the decision to trial a completely different take on the treatment of the campaign after going through several consumer insights surveys and analysis. Using its social media touch points as a two way communication the brand gathered that consumers tend to engage with a serious subject like ‘life insurance’ with either heavy emotions or with laughter and fun, and are not concerned about mundane specifications and details of the product.
The #LifeMeinTwist film opens with a couple and their son walking around in a street fair and their son drags them to watch a local magic show. The magician tries to attract a larger crowd by claiming to showcase his magical prowess of transforming a human being into a pigeon and subsequently turning it back. The magician’s assistant, who is a young boy, drags the reluctant man as a volunteer. The magician transforms the man into a pigeon. Unfortunately due to a background noise of balloon bursting, the pigeon flies off before the magician can transform him again. The film ends with a message that anything can happen in life at any time and it always better to be prepared.
Through this film, the brand wants consumers to recognize the need for insurance to protect themselves and their families as ‘anything can happen in life’. While consumers are aware of this, they don’t want to even think that something unfortunate can happen to them.
Keeping that in mind the phrase, ‘Life Mein Twist’ was singled out as the campaign message as it easy to relate to in a general situation, without preaching of preparedness for sudden death or accidents.
Staying in tune with its core marketing strategy, for this campaign as well the brand has taken a digital first approach. Needless to say the bulk of the campaign’s marketing budget is also inclined heavily towards digital.
On the digital only approach, Shah added, “We consciously tried to look at changing preferences of our consumer base of today and tomorrow. A lot of people are approaching viewership in a different way. If we look at data, a third of our population is already using the internet. We wanted to test our hypothesis and roll out a digital-only campaign and check our reach. We’ve done this in the past too, and the feedback we received was good. Digital allows instant feedback which allows us to react to it quicker and then put in a response.”
The campaign will be first rolled out digitally followed by a spot on television, though the brand will follow up with regular consumer engagement activities on social media based on this campaign.
MUMBAI: In a country where life insurance is mostly either brushed off as a retired man’s business, or drill to get over with, or at the most, an investment tool, it becomes increasingly difficult for brands in financial services category to come forth and deliver an engaging campaign that doesn’t speak of ‘returns’, ‘services’ or ‘ease of claim settlement.’ To steer away from this clutter and make a unique brand positioning, PNB Metlife has launched their new campaign LifeMienTwist, which takes a light hearted take on the otherwise sombre topic of life insurance.
Conceptualised by McCann Erickson and produced by Razorblade Films, with director Anwar Sayed behind the lense, the new campaign is digitally enhanced and rides on the success of its previous digital campaigns, #HappinessBuddy and #HealthForHappiness.
PNB MetLife India strategy marketing and products director Niraj Shah said, “The objective with this digital-only film is to try and communicate our core proposition of trying to address situations where due to uncertainties life can come to a standstill or change from here on. In our case situations could be death, deterioration of health, or milestones such as retirement. We wanted to send home the message in a manner which is not very morose or serious. We wanted to communicate it effectively but not too seriously.”
Though a shift from the band’s usual tone of brand communication, PNB Metlife took the decision to trial a completely different take on the treatment of the campaign after going through several consumer insights surveys and analysis. Using its social media touch points as a two way communication the brand gathered that consumers tend to engage with a serious subject like ‘life insurance’ with either heavy emotions or with laughter and fun, and are not concerned about mundane specifications and details of the product.
The #LifeMeinTwist film opens with a couple and their son walking around in a street fair and their son drags them to watch a local magic show. The magician tries to attract a larger crowd by claiming to showcase his magical prowess of transforming a human being into a pigeon and subsequently turning it back. The magician’s assistant, who is a young boy, drags the reluctant man as a volunteer. The magician transforms the man into a pigeon. Unfortunately due to a background noise of balloon bursting, the pigeon flies off before the magician can transform him again. The film ends with a message that anything can happen in life at any time and it always better to be prepared.
Through this film, the brand wants consumers to recognize the need for insurance to protect themselves and their families as ‘anything can happen in life’. While consumers are aware of this, they don’t want to even think that something unfortunate can happen to them.
Keeping that in mind the phrase, ‘Life Mein Twist’ was singled out as the campaign message as it easy to relate to in a general situation, without preaching of preparedness for sudden death or accidents.
Staying in tune with its core marketing strategy, for this campaign as well the brand has taken a digital first approach. Needless to say the bulk of the campaign’s marketing budget is also inclined heavily towards digital.
On the digital only approach, Shah added, “We consciously tried to look at changing preferences of our consumer base of today and tomorrow. A lot of people are approaching viewership in a different way. If we look at data, a third of our population is already using the internet. We wanted to test our hypothesis and roll out a digital-only campaign and check our reach. We’ve done this in the past too, and the feedback we received was good. Digital allows instant feedback which allows us to react to it quicker and then put in a response.”
The campaign will be first rolled out digitally followed by a spot on television, though the brand will follow up with regular consumer engagement activities on social media based on this campaign.
NEW DELHI: Actor and conservationist Dia Mirza has been named brand ambassador for Swachh Bharat’s youth based Swachh Saathi (student internship) program.
“Swachh Bharat is amongst the most important initiatives taken up by the government and I believe that the Swachh Saathi program will be an extremely important part of our dream to realize a clean, healthy and environmentally conscious youth and country,” she said after accepting the honour.
Under the Swachh Saathi programme, more than 2,000 interns would be enrolled to coordinate with around 10,000 schools across the country and ensure that all students in these schools take the pledge for Clean India.
“Dia is a youth icon and has been an active campaigner for Swachh Bharat. We felt that she would be the best person to help us reach out to more youngsters. Our aim is to make it a viral youth led movement,” said Swachh Bharat Mission director Praveen Prakash.
“Over the years I have tried to engage as many minds as possible to understand that our planet and our country need the immediate involvement of all its citizens, so that we can take responsibility and make our world a better place to live in,” added Mirza.
In its letter, the Urban Development Minstry wants Dia Mirza to take part in awareness campaigns, participation in community cleaning activities, and takking to the youth to keep their environment clean. She has also been requested to do a few videos to encourage the young to join the programme.
NEW DELHI: Actor and conservationist Dia Mirza has been named brand ambassador for Swachh Bharat’s youth based Swachh Saathi (student internship) program.
“Swachh Bharat is amongst the most important initiatives taken up by the government and I believe that the Swachh Saathi program will be an extremely important part of our dream to realize a clean, healthy and environmentally conscious youth and country,” she said after accepting the honour.
Under the Swachh Saathi programme, more than 2,000 interns would be enrolled to coordinate with around 10,000 schools across the country and ensure that all students in these schools take the pledge for Clean India.
“Dia is a youth icon and has been an active campaigner for Swachh Bharat. We felt that she would be the best person to help us reach out to more youngsters. Our aim is to make it a viral youth led movement,” said Swachh Bharat Mission director Praveen Prakash.
“Over the years I have tried to engage as many minds as possible to understand that our planet and our country need the immediate involvement of all its citizens, so that we can take responsibility and make our world a better place to live in,” added Mirza.
In its letter, the Urban Development Minstry wants Dia Mirza to take part in awareness campaigns, participation in community cleaning activities, and takking to the youth to keep their environment clean. She has also been requested to do a few videos to encourage the young to join the programme.
MUMBAI: 92.7 BIG FM has long been at the forefront of addressing social issues through its on-air and on-ground campaigns. Continuing its endeavor of underscoring yet another rampant social problem, 92.7 BIG FM is encouraging participation from children to helm its environment awareness drive on the occasion of World Environment Day 2016. As a part of the drive last year, 92.7 BIG FM entered the Limca Book of Records with 12500+ entries. This year too, the radio network aims to go a notch higher by widening the scale of the drive in a bid to break its previous record.
Amplifying its reach nationwide, 92.7 BIG FM will conduct a national drive on June 5 at 6:30 AM across its 45 stations to create awareness among children below 15 years of age through a painting competition. Aiming to execute this simultaneously across locations, the FM network will target participation by over 15000 kids. Leveraging on the network’s reach, this initiative aims at not only educating the future generation, but also their families and listeners about the significance of water conservation.
The competition will require children to express the importance and implications of water conservation through art. To register for the drive, children can send in their entries at www.927bigfm.com/savewater or SMS BIG PANI to 55454.
Speaking on the initiative, a spokesperson from 92.7 BIG FM said, “Being a mass oriented platform that is at the forefront of underscoring social issues, we aim to motivate people to contribute towards planet earth. As part of the campaign, it is only fitting that our painting competition is being driven by children – the bright future generation. On behalf of 92.7 BIG FM, we sincerely urge all our listeners to show their support in whatever capacity they can.”
92.7 BIG FM’s nation-wide water conservation awareness initiative will be backed by an extensive on-air, on-ground and digital promotion campaign.
Additionally, in Mumbai, 92.7 BIG FM is going the extra mile to address the water scarcity faced by Maharashtra by joining hands with noted social activist- Mayank Gandhi and Fulora Foundation. Extending a helping hand towards Mumbai for Maharashtra initiative, Bollywood actor Kunal Kapoor’s crowd-funding platform ‘Ketto’ is raising funds to help the water stressed regions of Beed District. So far, Mumbai Big FM listeners have contributed INR 13 lacs through fulora.ketto.org.
MUMBAI: 92.7 BIG FM has long been at the forefront of addressing social issues through its on-air and on-ground campaigns. Continuing its endeavor of underscoring yet another rampant social problem, 92.7 BIG FM is encouraging participation from children to helm its environment awareness drive on the occasion of World Environment Day 2016. As a part of the drive last year, 92.7 BIG FM entered the Limca Book of Records with 12500+ entries. This year too, the radio network aims to go a notch higher by widening the scale of the drive in a bid to break its previous record.
Amplifying its reach nationwide, 92.7 BIG FM will conduct a national drive on June 5 at 6:30 AM across its 45 stations to create awareness among children below 15 years of age through a painting competition. Aiming to execute this simultaneously across locations, the FM network will target participation by over 15000 kids. Leveraging on the network’s reach, this initiative aims at not only educating the future generation, but also their families and listeners about the significance of water conservation.
The competition will require children to express the importance and implications of water conservation through art. To register for the drive, children can send in their entries at www.927bigfm.com/savewater or SMS BIG PANI to 55454.
Speaking on the initiative, a spokesperson from 92.7 BIG FM said, “Being a mass oriented platform that is at the forefront of underscoring social issues, we aim to motivate people to contribute towards planet earth. As part of the campaign, it is only fitting that our painting competition is being driven by children – the bright future generation. On behalf of 92.7 BIG FM, we sincerely urge all our listeners to show their support in whatever capacity they can.”
92.7 BIG FM’s nation-wide water conservation awareness initiative will be backed by an extensive on-air, on-ground and digital promotion campaign.
Additionally, in Mumbai, 92.7 BIG FM is going the extra mile to address the water scarcity faced by Maharashtra by joining hands with noted social activist- Mayank Gandhi and Fulora Foundation. Extending a helping hand towards Mumbai for Maharashtra initiative, Bollywood actor Kunal Kapoor’s crowd-funding platform ‘Ketto’ is raising funds to help the water stressed regions of Beed District. So far, Mumbai Big FM listeners have contributed INR 13 lacs through fulora.ketto.org.
MUMBAI: Augmenting its reputation as a firm supporter of equality for all, UrbanClap launched ‘LGBT’ campaign championing its cause for the greater good of the community as well as the society. Known for its stance on social issues like women empowerment & education, UrbanClap strongly felt the need to come out in support of the LGBT community in India, promoting their right to love anyone they want – irrespective of Caste, Creed, Religion, or Gender. With this campaign, UrbanClap supports the right to love anyone you choose.
As part of this campaign, UrbanClap has tied up with a Delhi-based startup agency called Ufaan, which has worked on a number of social films in the past. Together, they have launched a short film titled ‘Show your Love with Pride’, which portrays a father’s struggle to accept his daughter’s relationship with another woman. With her supportive mother, the daughter proves to her father that her love is genuine, via a photoshoot organized by UrbanClap. The photos of his daughter makes him realize the dynamics of modern day relationships and reminds him of the barriers he had to counter in his interfaith marriage. This realization leads him to believe that love has no boundaries and finally accepts his daughter’s relationship.
Commenting on this empowering initiative, Abhiraj Bhal, Co-founder, UrbanClap said, “We at UrbanClap are a simple bunch of people. We believe that everyone should have the right to love whoever they want to as it’s the most basic human right. We firmly stand with the LGBT community in India as they fight for their equal rights in the eyes of law, or society. Our past efforts with the NAZ foundation, and this film, are very small gestures towards furthering the cause of the LGBT community.”
The social film is an attempt to make people realize that love has no boundaries and should be accepted without judgment.
To further the impact of this campaign, UrbanClap is offering to sponsor 5 photoshoots across the country for any same sex couple who wish to opt for this service. They can easily reach out to the team at UrbanClap through its Facebook or Twitter channels. UrbanClap promises to maintain all confidentiality if that is what the participants wish for.
MUMBAI: Augmenting its reputation as a firm supporter of equality for all, UrbanClap launched ‘LGBT’ campaign championing its cause for the greater good of the community as well as the society. Known for its stance on social issues like women empowerment & education, UrbanClap strongly felt the need to come out in support of the LGBT community in India, promoting their right to love anyone they want – irrespective of Caste, Creed, Religion, or Gender. With this campaign, UrbanClap supports the right to love anyone you choose.
As part of this campaign, UrbanClap has tied up with a Delhi-based startup agency called Ufaan, which has worked on a number of social films in the past. Together, they have launched a short film titled ‘Show your Love with Pride’, which portrays a father’s struggle to accept his daughter’s relationship with another woman. With her supportive mother, the daughter proves to her father that her love is genuine, via a photoshoot organized by UrbanClap. The photos of his daughter makes him realize the dynamics of modern day relationships and reminds him of the barriers he had to counter in his interfaith marriage. This realization leads him to believe that love has no boundaries and finally accepts his daughter’s relationship.
Commenting on this empowering initiative, Abhiraj Bhal, Co-founder, UrbanClap said, “We at UrbanClap are a simple bunch of people. We believe that everyone should have the right to love whoever they want to as it’s the most basic human right. We firmly stand with the LGBT community in India as they fight for their equal rights in the eyes of law, or society. Our past efforts with the NAZ foundation, and this film, are very small gestures towards furthering the cause of the LGBT community.”
The social film is an attempt to make people realize that love has no boundaries and should be accepted without judgment.
To further the impact of this campaign, UrbanClap is offering to sponsor 5 photoshoots across the country for any same sex couple who wish to opt for this service. They can easily reach out to the team at UrbanClap through its Facebook or Twitter channels. UrbanClap promises to maintain all confidentiality if that is what the participants wish for.
