MUMBAI: iProspect India, the digital performance agency from Dentsu Aegis Network, has created a digital campaign for Royal Sundaram General Insurance Co Ltd. The two-decade-old company, through its first-ever campaign – #TheUnusualGift – aims to change the perception related to gifting.
With most insurance companies emphasising on fear while selling their products, Royal Sundaram and iProspect pushed the envelope to make people rethink about what makes a perfect gift. Through this campaign, the brand wants to talk about the unusual gift which truly symbolises 'love and care.’
The first film, featuring a couple, highlights how in today’s busy life one can forget about the little things that matter. However, it does make a point that though one is busy, he/she is aware of each other’s choices. While the wife packs her husband’s favourite dish, the husband gifts her an insurance policy to showcase his love and commitment towards her. Similarly, two more digital films – Siblings and Parents - were released looking at different scenarios.
Commenting on the campaign, iProspect VP-south Krishna Kumar Revanur said, “Health is wealth, and ability to afford best medical care is a luxury in times of spiralling medical costs, the communication of #TheUnusalGift fits perfectly in today’s fast-paced life, it is thought provoking and persuades the audience to do it for their loved ones. A gift doesn’t have to be in a box always. With #TheUnusualGift, we want to break stereotypes and want our audience to look at insurance and the novelty of the assuring gift in a different light, as we continue to change perceptions.”
Commenting on the campaign, Royal Sundaram CIO and country head – retail operations, customer service and ebusiness TM Shyam Sunder said, “With over 5 million customers already across India, through this campaign we want to reach out to more people in today’s digital age. After being in the market to close to two decades, we launched our first-ever campaign with iProspect, as we loved the concept of #TheUnusualGift. A health insurance is an ‘unusual’ gift to our loved ones, so that they can enjoy life without any financial anxiety in their mind. The tag line ‘Kaun kehta hai ki tohfa sirf gift box mein aata hai’ conveys exactly how we wanted everyone to rethink about health insurance as an unusual gift that has a utility value that keeps reaping benefits over the years and it’s a great investment plan that one can gift to their loved ones.”
