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Business Standard: No child's play
Aviva India, a joint venture between the Burman family of Dabur FMCG and Aviva plc, the United Kingdom’s largest insurance group, recently launched its “education is insurance” campaign with cricketer Sachin Tendulkar. The campaign seeks to establish Aviva as a strong player in the insurance industry with innovative products for child education and insurance. The brand image of Tendulkar, who has endorsed the company’s child education plans in the past too, undergoes a transformation in the current campaign. It seeks to present Tendulkar as a concerned and a responsible father rather than a prolific cricketer.
The commercial, conceptualised by BBDO and directed by Rising Sun Productions, is a series of vignettes of the traditional rituals around education and religion in a child’s life. The first is a South Indian ritual where a grandfather helps his toddler granddaughter to write an alphabet in a plate of rice grain. The next is a baptism ceremony. There is a third ceremony as well. Tendulkar then steps in as a father sending his daughter to school stating that the parent can guarantee a secured education for the child. The TVC’s message is that when it comes to education for children, even the world’s greatest cricketer comes across as just another concerned parent. The campaign targets young parents and impresses on them the need to start saving for their child’s education as soon as he or she is born.
We believe that the child’s education is the top priority of the parent nowadays. With escalating cost of education, the concern for securing the child’s future will gain momentum. It is also an area in which people do not think about cutting costs as the products that the child space offers go beyond mere tax saving devices and have become a necessity for young parents,” says Aviva India Director (marketing) Vishal Gupta. This insight for the campaign came... [continues]
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(2010, 02). Aviva Marketing Stategy. StudyMode.com. Retrieved 02, 2010, from http://www.studymode.com/essays/Aviva-Marketing-Stategy-279298.html
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