life insurance-TV commercials analysis

1. By:
Prasham Jain (C015)
Ayushi Gupta (C013)
Akshay Khatri (C019)
Shreya Khare (C018)
Praful Bhargava (C005)
Apurve Paharia (C027)
Group#6
Div B

2. LIFE INSURANCE ?
Life Insurance offers a man the only way where he can make his will before he makes his
money.
WHY IS IT NEEDED ?
•Family’s Financial Requirements
•Loans and Expenses Repayment
•Draw Loans Against Insurance
•Diverse Investment Options
•Illnesses and Accidents
•Tax Benefits
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3. Company names with their advertisement type:
1) HDFC Life Insurance- PRINTED AD
2) HDFC Life Insurance- TV COMMERCIAL
3) RELIANCE Life Insurance- TV COMMERCIAL
4) MAX Life Insurance- TV COMMERCIAL
5) SBI Life Insurance- PRINTED AD
6) BHARTI AXA Life Insurance- TV COMMERCIAL
Parameters used for analysis are:
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4. PRINTED
MEDIA
HDFC LIFE
INSURANCE:
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5. • HDFC Life is one of the leading life insurance companies in India offering a range
of individual and group insurance solutions that meet various customer needs such
as Protection, Pension, Savings & Investment and Health, along with Children’s &
Women’s Plan.
• They launched a new brand campaign on their latest product offering “HDFC Life
Cancer Care‟ which touches upon the importance of being financially prepared and
continue to live and fight with pride, should Cancer ever strike.
• Celebrity and cancer survivor Lisa Ray endorses the cause by telling her story of
how she survived cancer and the lessons she learnt along the way.
• http://lighthouseinsights.in/hdfc-life-rayofhope-campaign.html/
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6. Sir utha ke jio...................#rayofhope...!!!!
If any person is suffering from cancer and is financially weak, he can
avail the service of HDFC Life insurance and be financially stable.
It provides cancer care for early and major detection and lump sum
benefits on detection.
The campaign says that to win the battle against diseases like cancer it
takes a lot more than just emotional strength.
For the first time they used a celebrity and a cancer survivor who with
her self belief and positive attitude survived the journey of cancer.
Less product information available.
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8. “Tu Udd Jaa Par
Falaaye Haare”
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9. • Story
• Message conveyed
• views Points
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10. “Sar Utha Ke Jio”
Soar to great heights
Our family of plans is your family pride
Apno Ko Apne Dam Pe Jeena Sikhao
Hope, Faith, Charity, Love
The girl should have been awarded for her efforts
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11. Awesome combination of
emotions, relations and product
The music and the song makes
the ad worth watching again and
again
A blend of dark and light
atmosphere
Dedication of the little girl has
been beautifully depicted
Connecting to the dreams and
aspiration of youth
A perfect climax
A very informative
advertisement
The effort of the girl should have
been awarded.
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13. Reliance Life Insurance – #FamilyKaFarishta
“To be a company people are proud of, trust in and grow with; providing financial independence to every life we touch”
Reliance Life Insurance Company (RLIC) a part of Reliance Capital is one of the largest life insurance
companies in India with a market share of 5% & comes under top 5 private sector life insurance companies.
Reliance Online Term in 2014 launched its one of the most affordable term plans in the market, offering
life cover of as high as Rs. 1 crore through a premium of as low as Rs. 15 per day.
The new marketing campaign aims to increase the popularity of going online to buy life insurance, which
can be done within 10 minutes through reliancelife.com
Reliance Life CEO also stated that the online medium helps reduce the price as there are no intermediaries
and the benefit can be passed to the customers.
The campaign was published with the #FamilyKaFarishta in various social media market platforms.
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14. “Bano apni #familykafarishta”
Is this *15/day real or are there any hidden terms and conditions in it .
Getting a cover as high as one crore through a premium as low as Rs.
15/day, is now easy, become a #familykafarishta.
The TVC aims to increase the popularity of going online to buy life
insurance, which can be done within 10 minutes through reliancelife.com
The relationship between the two men of different generations is portrayed
in a very real and organic manner and is pretty much the core of the TVC
The TVC is more informative & cost associated rather then an emotional
touch.
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15. Max Life Insurance
• Joint venture between Indian multi-business corporate, Max India
Ltd., and general insurers Mitsui Sumitomo Insurance Co. Ltd
• In a bid to highlight the corrupt practices prevailing in the insurance
sector, Max Life Insurance launched a new campaign with the tagline
– ‘Aapke Sachche Advisor’.
• Silver EFFIE Award in 2012, for the 'Aapke Sachche Advisor'
campaign.
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17. First thoughts on the ad…
• A bold step
• The commercial brings together consumer fear and human truth to
form a convincing argument
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18. Aapke Sachche Advisor
Reinforcing the idea of correct selling behavior
Contact details
Agent-devil concept
Establish a deeper bond with the life insurance industry
audience
-Lack of information
-It does not address the core problem of unethical selling
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19. SBI Life Insurance
• SBI Life Insurance is a joint venture between State Bank of India and BNP
Paribas Cardif.
• SBI owns 74% of the total capital and BNP Paribas Cardif the remaining 26%.
• SBI Life Insurance has an authorized capital of Rs. 2,000 crores and a paid up
capital of Rs 1,000 crores.
• In 2007, CRISIL Ltd, a subsidiary of global rating agency Standard & Poor's, gave
the company a AAA/Stable/P1+ rating
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SBI Life Insurance
Print Ad:

21. “Chote Chote Kadam, Badi Badi Kushi”
Small steps add up to give life one big celebration
The advertisement is not descriptive but intrigues the
audience to get more information
Tax Benefit
No medical Check up
Different flavors of life are projected in the advertisement,
like graduation, marriage etc.
Use of technical terms like riders made
The information display not done properly
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23. Uniqueness about the TVC:
• Excellent issue addressed
• Connecting not only senior citizens but also problems associated in India
• Hassles in getting returns is a very common issue
• Aggressive face off against insurance companies
• Short, memorable and crisp.
Saujanya Shrivastava, vice-president - marketing, Bharti Axa Life Insurance tells
afaqs!,
"In the insurance sector, the biggest fear the consumer has is getting the claimed fund
on time. Thus, with our new campaign, we aimed at erasing this fear from the
consumer's mind, by saying that at Bharti Axa, the claimed money will be given to the
customer within 48 hours. The idea was to secure the customer's interest through the
new campaign.
That is why we went with the tagline, 'Bharti Axa Life Insurance - Jeevan Suraksha
Ka Naya Nazariya'."
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24. Bharti Axa Life Insurance - Jeevan Suraksha Ka Naya
Nazariya
Pity, Old Age problems, Respect for Senior Citizens
Optimum, Product Specific, Informative
Hassles, Seamless service, redefining equity
Emotional, Concern, Service, Easy returns
Youth connect missing, negative PR, Life Insurance
connected only to fatality
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25. We undertook an in-depth analysis wherein we identified the notion of preference was totally related
to the trust granted to various names in insurance and financial services. The level of trust is very
inadequate today, regardless of the brand considered. This is because the perception of consumers is
that we are all evolving only in "a world of promises." And this is what we have to redefine.
Beyond promises... proof
We don't want to make promises any more. Instead, we want to demonstrate our ability to respond to
client needs with real and tangible proof and, in so doing, to establish an authentic relationship of
trust with our clients.
These are the three attitudes that clients most expect from an insurance and financial services
company in exchange for their vote of confidence. These three attitudes stood out from the others in
the consumer research we conducted across markets, regardless of their level of maturity.
They are at the heart of our actions and our commitments to clients.
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