Retirement in the pre liberalisation era meant spending time with the grand kids, going on a pilgrimage, spending the afternoon on a rocking chair and followed by an evening walk.
Life insurance advertising in India has come a long way from the days of LIC using the ‘loss of a partner and the life thereafter’ as an emotional trigger to push people to buy into a plan. As I see, the top 3 reasons for fresh wave in the communication are as follows:
1. Entry of private players with the ULIP plans
2. Life expectancy has gone up and so have expectations from life
3. Younger generation looking at pension plans as investments
I am going to share and discuss five brands that are active and aggressive players in the market atleast with their media spend.
Max New York life pension plan
The latest ones to be currently on air, Max New York Life takes the cake and the bakery for their refreshing take on what one can actually do post retirement. The ad actually made me look forward to my retirement!
HDFC Pension plan
HDFC ad actually plays out all the things, which you would have to do, when you don’t save for your retirement which includes depending on your children to support you. It works because the script is fantastic and is so beautifully woven into their brand promise – SAR UTHA KE JIYO
AEGON Religare Pension Plan
Religare ad is a simple play up on inflation and its effects. Would have fallen flat if not for Irfan Khan screen presence. They somehow could not replicate the huge build up that they achieved with the teaser outdoors which said “Kya aapko KILKB hai? (KILKB standing for Kya aapko kam insurance lene ki bimaari hai)
One of the very rare ads which actually had a strong call for action, it invited the viewer to relook and recheck how much he would require post retirement.
ICICI Retirement solution
One of the early movers into this segment. This ad was a watershed in its category. It drove home the point of retiring from work and not from life. Retirement planning till then was something which the younger generation would not relate to instantly. By turning the problem on its head, the ad looks at all the things that one should keep doing no matter what stage of their life they are in.
SBI Plan
Brilliant script. Perfect casting. Great emotions. Need I say more
Do share your opinion and thoughts on this.
