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Published on May 10, 2011
The brief was to create a campaign that was not the typical 'lifestage marketing', done by most of the insurance companies. Hence the idea of 'small gestures' was conceived by the M&C Saatchi team. The entire thought was to take an emotional route rather than humor for this particular campaign. The cases / gestures depicted in the commercial are not very big ones, but these are the actions that most of the people do on a day-to-day basis to express their affection for their loved ones. These are the simple yet easy to associate with day-to-day gestures.
The TV campaign comprises of a series of three films- Mother & son (for Child's Future), Husband & Wife (for Retirement) and Parents & Son (for Wealth Builder), each of duration of 40 seconds.