Saturday, January 30, 2010
Ad By: JWT
Uncomplicate still carries Complicate along !
Insurance was always a significant product. Adevrtising was always an important channel to sell it. Competition in Insurances is new. Creativity in advertising these insurances is further new. There are so many insurance companies coming up with their marketing campaigns today that even unreached customers know about the product now. All these products have been trying to communicate the importance of insurance for a life and after. But the joint venture of Apollo Hospitals Group and Munich health called Apollo Munich Health Insurance (previously Apollo DKV Insurance) moved a step ahead by not introducing the product rather introducing its features.
The ad created by JWT is definitely not new as its a complete replication of global ad of Absolut Vodka also called Absolut Anthem. The concept and execution is not new but the idea is certainly new which says "Lets Uncomplicate". Health insurance products carry emotional responsibility to connect with people who can be consumers but all these people are afraid of complicated methods, papers, jargons used in the conduct. Hence, understanding that every person today knows the importance of product, Apollo Munich tries to take their fear out and tell them not to be afraid of all these formailites. They welcome consumers saying they are here to uncomplicate all the complications. It is indeed interesting to see the visual where kids are running around word "Blah Blah" n taking out wool leaving behind "Lah Lah" which is pleasant.
But, to whom Apollo Munich is taregetting as its customer is slightly confusing. If we broadly segment the Indian population into 2 categories of urban and rural then there is a big difference which cannot be matched using one campaign. The urban is educated, learnt and is comfortable with complicated formalities. Rather it would not be an exaggeration to say that more complicated you present duch a product to urban segment more seducing it is for them. So telling them "Lets uncomplicate" is not much required. But if rural segment is our target then just using the tagline "Lets uncomplicate" doesnt sort things for them. The way ad is presented in english talking about taking jargons out of words, bitter out of medicine, fear out of face, touble out of treatment, the rural audience would hardly understand the objective.
The idea to uncomplicate is nice, concept is not fresh, audience is not certain but inspite of all this, the effort is seen in giving a new face to a product like Health Insurance.
Uncomplicate to Uncomplicate!
Saturday, January 2, 2010
Ad By: Ogilvy & Mather
Experience of Past & Dreams of Future !
SBI is possibly the oldest bank in India and when we think about times when concept of Bank was conceptualizing, State Bank of India stand among leaders. Today when there are many more banks than the number of zeros in ones account, SBI is still holding its position for its trust and long living relationship. It is one of those, who move ahead with time but stand strong with roots. With such brand image of a bank, offering a Life Insurance Plan is an endeavor that must come across as an emotional asset for a customer more than being a financial asset. This is precisely what the new ad is doing.
Every individual knows the value of Life Insurance in todays learned world but specifically in India, it becomes an emotional requirement than a practical decision. Definitely, such product is targetted for young people who are in run of starting and settling their lives. So, the ad aptly starts with a young couple driving in silence when they don't have words in between but still hold certain gestures that want to communicate something to each other. The lady turns on the music in try of changing the mood and probably to distract mind. Husband turns it off precisely to take the attention of his wife. On the way, certain things pass by. A nice car, an icecream kiosk, all on their journey on long road with rain acting as problem. But husband sings along and turns that problem into joy conveying to his wife that how all desires would be real tomorrow. The song says that when they would age, that time also they would love each other equally and husband adds on that the same fun, same luxury, same teasing would live life long. Its a beautiful gesture. Any viewer imagines himself there having similar life filled with joy. The purpose of ad is there on met as viewer has imagined himself there because it built into him the confidence. The confidence is building stone for turning that viewer into a customer.
The ad rightly targets at right audience, targetting even more rightly at sentimental value by showing dreams. The black and white picture acts even more enforcing which connects it with SBI all time documentary concept. Its a pleasing ad and thats all what matters in communication.
SBI is indeed experienced to know dreams of future.