Thursday, March 12, 2015
AEGON Religare Life Insurance Launches Digital Campaign #NothingWillHappen for iTerm
An insight based campaign with a humorous take on how we view life and death
March 12, Mumbai – AEGON Religare Life Insurance (ARLI) launched a campaign - #NothingWillHappen, for its flagship protection plan iTerm. As a pioneer in online life insurance, ARLI has launched this campaign in an exclusively digital format. The campaign consisting of four long-format films looks at the way in which Indians view life and death. Partnering with well know stand-up comic Atul Khatri AEGON Religare is taking a step into uncharted communication territory with these online only films. The idea behind them is to get the audience who is aware of life insurance but not buying it, to start thinking about and considering the category.
On the launch of this campaign, Mr Yateesh Srivastava, Chief Operating Officer - ARLI, said, “At AEGON Religare we have always tried to be different and explore new territory. In this campaign we leverage on the very Indian insight that ‘bad things happen to others’ and hence the use of the hashtag #nothingwillhappen. In Atul Khatri we found the perfect protagonist, with a culturally relevant take on protection. The only difference in this campaign is that it is being released only through digital media and will not have a television release. While the campaign is product specific, we also expect a positive impact on our overall brand awareness. In insurance, the treatment of life and death has been predictable so far. With this unconventional take on protection, we hope to change the communication paradigm within which insurance operates.”
The films were ideated and conceptualized by ARLI’s advertising agency, Infectious and Mr Atul Khatri. Mr Ramanuj Shastry, Co-founder – Infectious, says, “The #NothingWillHappen web series from AEGON Religare is a new voice in the Life Insurance category, rife with cloyingly emotional advertising. Using humour and an unlikely spokesman in stand-up comedian Atul Khatri, the campaign pokes fun at people, in a state of denial about death, while gently reminding them to protect themselves. Needless to add, behind every ‘new’ communication stands a truly brave client - the AEGON Religare Marketing Team in this case, who have been unflinching in their support and trust. It was a singular pleasure working on these films.”
The four films have been directed by Mr Karan Butani and produced by Tigmanshu Dhulia Film Productions. To view the films on You Tube, simply click on the links below: