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Reliance Life Insurance has entered into a tie up with the movie, 3 Idiots, and will use the thought 'All is well', which is one of the mainstay themes in the communication of the film.
Vidhu Vinod Chopra Films, the makers of 3 Idiots, and Reliance Life Insurance will jointly promote the concept.
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"We were working with the creative agency for a simple and endearing proposition so that we could reach out and communicate to the masses across segments and classes. The rough cut of the movie was showed to us and the song 'Aal izz well' stood out as the phrase. 'All is well' is simple yet very powerful, comforting, encouraging and motivating," Sanjay Jain, chief marketing officer, Reliance Capital tells afaqs! on the association.
The brand proposition is being anchored on this insight, that holds true to the category and the role that the brand plays in the lives of the customers, that is, ensuring 'all is well' in their lives by securing their futures.
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Prasoon Joshi, executive chairperson (India) and regional executive creative director, Asia Pacific, McCann Erickson, with his team, worked on the insight and came up with the idea 'Jab hai saath Reliance Life Insurance - All is well'.
Jain says that the new proposition is true to the brand promise, easy to understand and cuts across all languages and classes.
The campaign will involve more than 50 mainline TV channels and 37 radio channels, covering more than 250 cities in India. This will be supported by outdoor promotions in more than 500 towns across the country, as well as movie theatres screening the movie.
Jain affirms that the positioning will continue even after the film is released and will not be just a tool to promote 3 Idiots.
Mudra Radar handles the media duties of Reliance Life Insurance.
© 2010 afaqs!From Ashish Jha, Sat 19 Dec 2009 05:35:26 PM i saw their hoardings all around the city and only take away was 3 idiots... reliance life insurance was nowhere at all...
such co-branding dominated by movie (and starcast)... and hardly returns value to the brands...not for life insurance at least...
From Zahid Gawandi, Fri 18 Dec 2009 04:47:26 PM Sanjay Sir, kudos for a brilliant clutter breaking idea in the category. The campaign is indeed thematic as well as functional. Looks like the line would be a guiding philosophy for the brand in future as well.
I must appreciate the fact that you were quick to recognize that in a world of parity products, the brands personality becomes the only differentiator from the competition.
The line has simplicity of the message & an excellent category connect.
From pranav , Fri 18 Dec 2009 10:27:46 AM i belive that this type of communication is strong and effective ...
i would like to call it as symbiotic marketing ... amazing ... lets hope that 'all goes well' for reliance n 3 idiots ! !
