Aviva Life Insurance, today, announced the launch of their new TVC with their brand ambassador Sachin Tendulkar.
The new TVC aims to take forward their brand proposition of protection and planning for your child’s future. Through the TVC, Aviva has tried to convey the importance of planning for the future by depicting Sachin’s personal journey from being a little boy to becoming the little master.
This will be the first time that any brand in India will be using the young Sachin for their brand campaign.
The TVC starts with a nervous young Sachin Tendulkar getting ready for his first ever cricket match, when the older Sachin comes to him, pats on his back and tells him “they are waiting for you”. As he walks out on the field the crowd cheers “Sachin, Sachin”.
Rishi Piparaiya, Director Marketing & Direct Sales, said “In the current campaign the objective was to show the parents that the world’s biggest achievers were once just little children with big dreams and big plans. With the right financial planning, their children too can achieve their dreams. Sachin Tendulkar and his success story is a personification of this and also all Indians relate to it. Through this TVC, we have tried to reflect on the importance of planning for your child’s future and help the child realize his/her big plans in life.”
Josy Paul, Chaiman, BBDO India, said “Mr. Josy Paul, Chaiman, BBDO India, said “You could say it took us 24 years to write this film – the length of Sachin’s great career. We wanted to capture that feeling when brilliant achievers look back at themselves and see where it all began. To motivate every child to believe that they too can make it big. To tell parents that Aviva has big plans for big dreams. To make this film we had to do extensive research to find the right footage from the past where young Sachin had the right look that went with the emotion. We then grafted this into our film to create the illusion and reality of Sachin meeting Sachin.”
The new TVC went live on televisions from February 8th, 2014. Apart from television, Aviva will also be leveraging digital and social media to promote the TVC.