“Keep it short, messaging should have a natural connect to the occasion and visual appeal.” – Ashish Sharma
“The single line brief given to the agency was to bring out the most important aspect of Aegon Life Insurance i.e. to help our customers secure their families financial needs in case of any uncertainty and thus ensuring tension-free life.” – Ashish Sharma
Occasion/ Festival based campaigns are not new and most of the time they are forced. There should be a natural alignment of marketing communication with the theme of the “day”. This makes these campaigns tricky.
Aegon Life came up with a campaign on Independence Day – “Tension Se Azaadi”. We talked to Ashish who built this campaign with his team.
Let’s learn the story and thought process behind the campaign.
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1. How do you approach a video ad campaign at Aegon Life?
For any video ad campaign that we do at Aegon Life, first, we define clear objectives for the campaign and set measurable goals against it.
Goals that focus on increasing leads/inquiries are defined by clear campaign objectives of driving sales while certain campaigns only focus on branding aspects with an objective to get higher brand recall and recognition, higher customer engagement, video views, etc.
In addition to setting clear objectives and goals for our campaigns, we make sure the messaging and execution-style for all our video ad campaigns is developed keeping in mind our audience persona & profile and is delivered in a way that is most natural to them.
2. What insights did you have when you planned the “Tension Se Azaadi” campaign?
We looked at varied aspects of freedom embraced by people in today’s time. Independence in current times has a whole different meaning than what it was years ago, and it keeps evolving and changing with time.
What has remained constant as one of the most important parameters of freedom is living a life free of Stress / Tension which is often related to financial freedom and security for your loved ones.
While there are many ways to achieve and experience freedom, the current unforeseen COVID-19 pandemic has urged people to sit back and think about security for themselves and their loved ones.
Protection through life insurance is one way of securing family finances and ensuring a tension-free life, thus obtaining #TensionSeAzaadi”.
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3. How did the idea come and evolve? Who wrote the lyrics? How did you design the visuals?
The campaign was developed by Brandmovers India. The Senior Account Management team at Brandmovers led by Mr. Sidharth Nandakumar and Mr. Aejaz Zerdi, along with the copy lead Mr. Purab Saxena played an important role in shaping this campaign.
The single-line brief given to the agency was to bring out the most important aspect of Aegon Life Insurance i.e. to help our customers secure their families’ financial needs in case of any uncertainty and thus ensure a tension-free life.
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4. What advice would you like to give to our community members when it comes to occasion based video marketing campaigns?
Keep it short, messaging should have a natural connection to the occasion and visual appeal.
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5. Please name the complete team behind this campaign.
I would especially like to mention Gerald Dsouza (AVP Marketing at Aegon Life), Harish Kurudi ( Head & VP Product Development and Marketing ), and the entire Brandmovers India led by Mr. Suvajyoti Ghosh, (Founder and Chief Creative Officer) for driving the entire concept of #TensionSeAzaadi.
About Ashish in his own words
I was born and raised in Delhi and now live in Mumbai. I started working in the year 2011 and spent around 8 years working for different advertising agencies.
Post work, I help my friend manage his café which is hugely popular with the backpackers and work on some ideas to set up a guest house/hostel for travellers.
Learning graphic designing and organic farming are on my 2020 to-do list.
About Vidsaga
Vidsaga is a global marketplace for Organisations to create Videos. Consider it as “Upwork/ Fiverr for videos” with Creative script writing and professional project management.
