The television commercials revolve around a family of husband, wife, teenage son and grandfather. Through humorous situation in an everyday life the realization kicks in to the husband’s mind on importance of financial planning & life insurance for him to keep his promises; either to his wife or son or grandfather. With husband’s promises cutting across various financial needs, the brand presents the right solutions that could help the protagonist (intended consumers) in helping fulfilling them.
The campaign has been designed and conceptualized by Leo Burnett, the creative partner for the brand.
Private life insurance player Canara HSBC Oriental Bank of Commerce Life Insurance continuing their journey in making the brand reach to consumers, has rolled out their brand campaign “Promise Kiya! Ab Plan Karo” for 2018-19. The essence of the campaign emanates from the company’s brand essence “promise” and the tagline “Aapke Vaade Sar Ankhon Par”. The new ad campaign by the company will have three television commercials which aim at providing awareness and the importance of proactive planning for right solutions with respect to financial needs for retirement, child future and unforeseen circumstances.
TVC opens where a husband is watching cricket match on TV and his wife steps in with a laptop in her hand blocking his view to show the insurance plan options. On this, the husband takes the laptop while saying “Life Insurance? – Baad mein yaar” to which wife says “But you PROMISED”. Husband ignores and continues watching the match saying “Relax, Mein bi iski tarah na lambi innings” after which a player suddenly gets bowled out and the husband goes speechless.
Following this the brand proposition is played in the background- “Promise Kiya! Ab Plan Karo” – Online Insurance Plans from Canara HSBC Oriental Bank of Commerce Life Insurance. After this husband quickly grabs laptop to find out suitable Online Insurance Plans given on company’s website.