AGENCY : Publicis India
BASELINE : Kal par control
DESCRIPTION: Father-son together when son looks at an aircraft and says he wants to become a pilot. Next, father is grilling chicken & son says he wants to become a cook. Then, an actor. And then, a gardener! Next, the two are in a sports shop and the boy asks his dad whether he thinks he can break Sachin’s record. Enter Tendulkar, who says, “ Why not, main bhi aaoonga autograph lene. When you have secured your child’s future with Aviva’s Little Master Plan, you can let your child follow his heart khulke.”
4Ps TAKE: Aviva Life insurance seems to be flexing its muscles with the Master Blaster as its brand ambassador. Depicting a father-son relationship (bound to find good connect with Indians), the brand talks about the wisdom of sound financial planning. The communication is sweet and works like a dream! Targeting parents, who are concerned about the future of their children (who isn’t?), the power idea of the brand is freedom from tension once you have invested in this package. The branding – Little Master Plan – is a masterstroke, and is both aspirational and functional. In the highly competitive investments’ market, this one is definitely a cut above the rest – much like Tendulkar!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
BASELINE : Kal par control
DESCRIPTION: Father-son together when son looks at an aircraft and says he wants to become a pilot. Next, father is grilling chicken & son says he wants to become a cook. Then, an actor. And then, a gardener! Next, the two are in a sports shop and the boy asks his dad whether he thinks he can break Sachin’s record. Enter Tendulkar, who says, “ Why not, main bhi aaoonga autograph lene. When you have secured your child’s future with Aviva’s Little Master Plan, you can let your child follow his heart khulke.”
4Ps TAKE: Aviva Life insurance seems to be flexing its muscles with the Master Blaster as its brand ambassador. Depicting a father-son relationship (bound to find good connect with Indians), the brand talks about the wisdom of sound financial planning. The communication is sweet and works like a dream! Targeting parents, who are concerned about the future of their children (who isn’t?), the power idea of the brand is freedom from tension once you have invested in this package. The branding – Little Master Plan – is a masterstroke, and is both aspirational and functional. In the highly competitive investments’ market, this one is definitely a cut above the rest – much like Tendulkar!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)
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