The ad is simple; the emotions speak their own story
The biggest headache of survivors after they've lost their loved one is the running around they have to do to get their hands on the life insurance funds.
I have heard sordid tales of people being made to dash from pillar to post for their claims. So, on top of the grief attached with losing a loved one, this becomes an additional trauma.
Bharti Axa Life Insurance has used this insight to promote its insurance package, with a promise that claims will be settled within 48 hours flat. That's a challenging promise. And full marks to them for not just using the correct insight for the communication, but also promising swift settlements.
So quite expectedly the TV commercial follows a straight line. No funnies or lateral thinking out here. A grieving widow arrives at an insurance company office to claim life insurance for her dead mister.
But the dudes are all busy chatting with each other. So the poor widow empties her handbag of her hubby's belongings. And offers it to them, saying that's all she has left of her man's memories. But what the insurance company has, the claim, they aren't giving her. And that she doesn't appreciate being made to run around for the funds. Next of course she finds herself at the Bharti Axa Life Insurance office.
Where she's promised a 48-hour settlement and offered a cup of tea as well. That it is a female officer this time round is a coincidence of course! (Not all of us men are heartless, people!) VO: 'Bharti Axa Life Insurance - Jeevan Suraksha Ka Naya Nazariya'.
Well, nothing extraordinary about the commercial. Which in this case is actually a good thing. They have kept it simple, and have let the emotions talk their own story. It would have been tempting to jazz up things a bit, but it's correct that they didn't follow that path.
The treatment is done like a scene from an old Hindi movie tearjerker. Remember that heart-rending scene from 'Saransh', where the protagonist, the character played by Anupam Kher, is made to run from pillar to post to be able to claim the remains of his dead son's ashes. It's similar in nature. So it should evoke a lot of empathy from the target audiences.
Lesson: It's very important to base your communications on a strong consumer insight. Once that's done, the creative becomes child's play.
The only question left: Will Bharti Axa Life Insurance live up to its promise? Or, will we have to go from one cup of chai to another waiting for the dosh?— Anil Thakraney
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