JWT's Reliance Life Line Campaign

Reliance Life Insurance latest creative campaign “Reliance Life Line’ has made it to the prestigious sixth edition of “THE WORK 07” with its winning entry ‘Reliance Life Line’.

The creative campaign conceived by Samrat Sudhakar Rane and Shounak Guhatakurta from JWT Mumbai, has successfully communicated the thin line that separates life and the need for insurance. Rather than operate on the done-to-death emotional appeal format, the effort was to take the brand to the open and leave it to the TG to decipher the true nature of how a category like insurance works.

Commenting on this development, JWT national creative director Agnello Dias said “We feel great pride in the sense that our creative campaign has made it to ‘The Work 07’. During 2006 JWT won total seven entries and this year we are expecting our new campaign to evince keen interest and generate keen interest amongst the judges. ‘The Work’ is rated by industry stalwarts as the toughest awards show that records the best ads from Asia, Australia & New Zealand.

Mr Dias further informed that that the brief given by the client was to cut through the heavily cluttered and expensive traditional advertising mediums, and look at alternate mediums to engage the target audience.

The idea was to bring alive the brand promise of protection in a surprisingly stark and simple manner that would find immediate relevance of a category like life insurance. The creative challenge was to change the way people perceive insurance advertising and juxtapose the message within the everyday environs of the target audience. Hence surprise and novelty were absolutely must haves in the communication.

Implementation: The setting was aptly the suburban railway system of Mumbai which doubles up as the city’s lifeline and transports about 2.7 million commuters everyday offering a great deal of visibility. The idea was in really establishing life and insurance as the thin cautionary platform line that keeps the commuters a safe distance away from the tracks. It spelled out the product benefit and seamlessly reinforced the Reliance Insurance’s continuing amity with risk. With the frequency of the rail-related accidents going up every year, the commuters are adequately sensitized about the vagaries of being ‘too close’ to the tracks. And here, the brand message was too hard to miss.

Results: The success of this piece of communication was in the way the message was delivered by presenting danger / risk upfront in an everyday environment. Moreover its mass reach,

JWT, which celebrates its 140th anniversary this year, ranks as the largest advertising agency brand in the United States of America and as the fourth largest full-service network in the world. Its parent company is WPP (Nasdaq: WPPGY).

JWT is India’s largest communications company with interests in advertising, public relations, direct marketing, design and social and rural communications. It operates through offices in six cities and works with several blue-chip Indian and multinational companies including Apollo Tyres, Berger Paints, Cargill India, Diamond Trading Co., Ford India, Frito Lay, Glaxo SmithKline, Godrej, Hero Honda (HROH.BO, news), Hero Cycles, Hindustan Lever, HPCL, ITC (ITCd.BO, news), Kelloggs, Kingfisher, LIC, McDowell & Co., Mico (MICO.BO, news) Bosch, Nestle, Pepsi Co, Philips, Pizza Hut, Reckitt Benckiser, Spice Communications, TISCO.

JWT India works with 26 out of the top 100 super brands as ranked by the annual Brand Equity Survey, 2004. Out of these 26 super brands, JWT India handles two out of three of the top brands, three out of the top five and nine out of the top twenty-five brands.

THE WORK represents campaign brief’s 400 page prestigious hardback that records the best ads from Asia, Australia & New Zealand.

Each year, since 2002 THE WORK has grown as a publication and it serves as the only truly regional record of creativity from Asia, Australia and New Zealand. What sets THE WORK apart is the unique judging criteria.

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