Insurance brand Aegon Religare, which had launched a catchy campaign urging people to guard themselves against the ills of under insurance or 'Kam Insurance Lene Ki Bimari' (KILB) in 2008, has now released a sequel about inadequate insurance cover.
The sequel features actor Irrfan Khan once again, teasing people and pointing out that they are accustomed to inadequacy.
The teaser campaigns ran across media before the revealer, later exposed on January 16. The first teaser television commercial was a 10-second one in which Khan played a shoe salesman, offering his customer a very small pair of shoes, while the second one showed Khan play a waiter in a fancy restaurant, providing a very small napkin to a customer.
The outdoor campaign has Irrfan holding miniatures of a helmet, a pair of sunglasses and a cup of tea. Both the campaigns have him prod the customers who are habituated to inadequacy, with him saying 'Bas itna? Par aapko to aadat hai.' The second phase of the campaign consists of the reveal in which he says, 'Kab tak K.I.L.B. ke sang jiyoge? Aadat badlo.'
Commenting on the proposition of the campaign, Pradeep Pandey, director, branding and communications, says, "Our launch campaign in 2008 was extremely successful. KILB as a concept is a long lasting proposition and we wanted to maximise its potential. Hence, we decided to do a sequel to KILB, similar to the movie style of sequels. We have launched KILB II also with a teaser."
The brief to the agency was to highlight the issue of 'inadequate cover' and its probable repercussions. Another objective is to remind people of KILB again. In line with the brand's identity, the tone and manner of the campaign is educative, where Khan plays the role of a concerned, friendly guide.
Discussing the idea behind the campaign, Pandey says, "The earlier campaign introduced KILB as a disease which one should get rid of. But, there's still a significant part of the population which is under-insured. We are now putting this across in a new way."
According to Pandey, while lifestyles have changed and salaries have increased over the years, people do not worry much about increasing their insurance cover and continue with what has been in the past. "We want to reinforce the idea that with better lifestyles, one must also pay attention to being sufficiently insured. Therefore, there was a need to create a buzz about the habit and carry across the 'aadat badlo' message, thus spurring them to action."
The lead medium used as part of this campaign was television, followed by outdoor, radio, print and the internet. While the campaign was conceptualized by Ogilvy India and the commercials produced by Apocalypso Films, directed by Pradeep Sarkar, the media agency that handled the outdoor was Bates 141, with television, print and radio being handled by MediaCom and the internet by Media2Win.
The outdoor campaign has been executed across 64 towns where Aegon Religare Life Insurance is present. Outdoor is being used to create frequency with a mix of hoardings, bus-shelters, unipoles and mobile media such as bus backs, side panels, full bus wrap, train wraps and trams. The campaign will run for four-six weeks.