What's hair got
to do with a financial product? Lots, according to Reliance Life Insurance, which has launched a new commercial for its latest offering, Reliance Money Guarantee Plan.
In a sea of financial service ads, this communication - created by JWT Group's Thompson Financials - seeks to break down the jargon and connect with the consumer in a non-technical way. The product is a Unit Linked Insurance Plan (ULIP), which assures the security of investments irrespective of market performance.
The ad has been conceptualised by creative director Vishal Singh. The objective: convey the product proposition of growth without risk. The commercial addresses males, aged 30-35 years in the SEC A segment, who want their investments to fetch high returns, but without risks attached.
He presses the hair down again just as he reaches a café, where his girlfriend is waiting for him. He greets her and takes the seat opposite her. The girl smiles, but gives him a puzzled look when the strands of hair stand up again and the young man can't help but smile back at her innocently. The voiceover: "Always Up. Never Down. Reliance Money Guarantee Plan."
The idea correlates the quality that keeps the hair springing up despite attempts to suppress it with the brand proposition of always protecting the investment despite market fluctuations.
According to Rajesh Mehta, associate vice-president and strategic planning director, Thompson Financials, the challenge was to come up with an idea that stands out from the clutter of financial advertisements.
He says, "When it comes to the category of financial advertising, it becomes hard to grab people's attention, as most information about financial products tends to be very technical. Therefore, to form a connect with the consumer, the idea has been kept simple, fun and exciting, instead of functional."
To promote the idea in tandem with the TVC, the agency has launched an ambient initiative in the suburbs of Mumbai and Delhi. People have been placed at the beginning of flyovers holding placards saying 'Always Up' to cars going up the flyover. When these cars climb down the flyover, there is another set of people holding placards that say 'Never Down'.
Other initiatives will involve the use of outdoor advertising, online support and shop promotions.
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