MUMBAI: Rediffusion-Y&R has conceptualised LIC’s latest campaign film, the objective of which is based on two of LIC’s single premium plans.

The ads for the ‘Bima Bachat’ and ‘Jeevan Shikhar’ plans, which are targeted at the modern upper middle class families, extends the brand proposition of ‘Be rest assured once and for all.’

LIC’s objective was to build their campaign communication in order to familiarise people with a single premium endowment plan and its benefits, thereby encouraging them to invest in the same.

Rediffusion Y&R ECD – West & North Pranav Harihar Sharma said, “The film taps the mind space of a father, how he thinks long term and in the disguise of a birthday gift, how he starts planning for a bigger occasion in future. And this actually is a beautiful thing that only we Indians have. The habit of saving and planning for future is an in-bred thing in us and that’s made the core insight in the film.  The story line was kept simple and slice of life and the effort was to connect the story seamlessly back to the product offering from the brand. I think simplifying a product in an interesting way is the job of communication and that’s what we tried doing here.”
 
Rediffusion Y&R president Dhunji S. Wadia added, “We were given a very detailed and specific brief. This helped the team in terms of addressing the issues and working on an interesting creative solution.”

The campaign aims at making people realise the importance of saving early in life and investing in the future of their loved ones.