MUMBAI: Aviva India launched a new brand campaign exploring father and child relationship.

The TVC was released on 7 February. This 35-second TVC, which will be playing across channels, will also be supported by a 360 degree marketing campaign involving print, outdoor and digital communication to drive the message to the target audience.

Building further on Aviva’s association with child space, this campaign looks beyond only child education insurance by taking a holistic view of protecting the child against all odds in life from a father’s lens.

Aviva’s new brand campaign aims to highlight a father’s most important role – that of a protector along with all the other roles that he plays.

The TVC shows Aviva’s brand ambassador Sachin Tendulkar introducing father of a new born to his future roles as a father which includes role of a friend, a guide, and teacher. However he is told that the most important role that he must play as a father is that of a protector, by ensuring that his child is well protected against the inconsistencies of life whether or not he is around.

Aviva Life Insurance director – marketing Gaurav Rajput said, “Taking cognizance of India’s demographics and the concerns of young parents in the nation, three years back Aviva decided to concentrate on the child insurance space. As part of the insights study that we conducted recently, we realized that while education remains one of the key concerns of parents, in the bigger picture protecting child holistically is becoming more significant. We believe that no one has explored the father and child relationship and the evolution of the same over the years and in the protection space, father clearly plays a bigger role in a child’s life. “

He added, “While many campaigns in the past have stressed on the importance of a mother’s role in a child’s life,there are very few which have attempted to underline a father’s contribution. Through this campaign Aviva intends to celebrate fatherhood by educating fathers about their most important role and encouraging them to protect their child’s future through appropriate insurance.”