Aviva's big plan for kids

By Devesh Gupta , afaqs!, New Delhi | In Advertising | September 02, 2013
The life insurance player has launched its latest brand campaign which urges kids to share their big plans for life.

In an attempt to reach out to the parents, Aviva India has come up with its latest brand campaign titled 'What's Your Big Plan', which urges kids in the age group of 3-10 years to share their big plans for life.

Aviva India's latest brand campaign

Aviva India's latest brand campaign

Rishi Piparaiya

The pan-India contest for kids requires them to share their thoughts on what they want to become in life and how they see themselves when they grow up. Twenty winners of the contest will get scholarships and a chance to interact and play cricket with Aviva's brand ambassador, cricketer Sachin Tendulkar.

The company is promoting the campaign through on ground and online media. To reach out to kids, the contest is being conducted across more than 200 schools in seven cities (Delhi, Pune, Bengaluru, Kolkata, Hyderabad, Mumbai and Chennai). In the same cities, it has tied up with the Croma store chain to distribute contest forms.

The school contests will be conducted in association with the Times of India school contact programme. As a part of the tie up with TOI, the newspaper's editions across these cities will also carry several advertisements for the contest.

The best 10,000 entries to the contest will be provided with the Aviva Worldbook DVD. The winner will be chosen after all the entries are scanned by an eminent jury that is yet to be decided. The contest began on August 12 and will end in September. The winners will be announced in October.

On the online front, it is promoting the contest through its microsite and Facebook page.

It has also come up with a video on YouTube that features Sachin Tendulkar and pledged to contribute a rupee towards education of underprivileged children every time the video is shared.

Speaking about the campaign, Rishi Piparaiya, director, marketing, Aviva Life Insurance, says, "We want to reach out to the parents to make them aware of the importance of saving for their kid since an early age as their kids start weaving dreams of a life they want from that age itself."

The campaign targets people in SEC A and B. Aviva's insight behind the campaign was that over 70 per cent of parents in India are saving for their kids but of them, 80 per cent do not have an idea on how to save, where to park their money to get the best returns and even whether they are ready to save or not. The life insurance brand aims to create a platform for engagement with parents through this campaign.

Earlier this year, the insurance company launched a campaign which involved Tendulkar teaching young kids various cricketing shots and stances. In the campaign, the cricketer focused on the importance of protection while playing cricket, thereby promoting Aviva.

The Aviva Group is a UK-based insurance company and one of the world's oldest insurance groups. It first began operations in 1696. In India, the company has a joint venture with the Dabur Group and has a paid up capital of Rs 2004 crore. It provides life insurance, general insurance and asset management services through a distribution network of 134 branches spread across nearly 1,000 towns and cities.

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