The treatment of the new commercial is ekdum seedha, real and warm. That approach may just help them stand out in the clutter of unreal, exaggerated communications milieu
As a creative person, one thing I would dread in circa 2011 is landing up with an insurance client. Every single creative route has been exhausted. Fear, death, tears, laughs, romance, joy, etc, have all been done. And the worst part is, most campaigns continue to re-cycle the same routes, thus leading to tremendous brand confusion.
If you judge HDFC Life's new commercial for its Children's Plans in that context, you might agree they have done the right thing by keeping the message simple, real and warm. That approach may just help them stand out in the clutter of a lot of unreal and exaggerated communications milieu.
The treatment is ekdum seedha: the commercial explains to the parents the need for thinking about insurance plans for their kids early on in their lives. Even if they are bright students. The ad features a dad proudly speaking to a friend about his daughter's flying marks. When the friend enquires about the dad's future plans for his scholarly beti, the latter says there's no need for that. The girl's quite bright, so she will surely achieve all her ambitions and dreams. To which the caring friend replies that's not going to be enough. Extreme competition at premium institutions in the nation ensure very few bright kids actually get admitted into them. And add to that the high cost of education. This awakens the till-now laid back daddy. The message: 'Kal ki socho, sar utha ke jiyo'.
As you can quickly see, this is not a commercial that would set an awards' jury on fire. Because it's not witty, it's not smart, it's not really entertaining, and most importantly, because it's not addy. And I think this is where the strength of the TVC lies. It's very real, very hum log, and very chummy. It will connect with worried parents who want the best for their children. The tone is very friendly, very re-assuring and very warm. This will work in the market place.
A nice lesson in here for other insurance companies and their ad agencies. Time has come to change the rules of the game. Perhaps all the hyperboles and madness needs to be done away with. Even if all that helps the brand stand out, are those routes really helping in relationship building? Getting real with the consumers and bonding one-on-one with them, will pay better dividends.