Financial Advertising in India
INSURANCE SECTOR
ADVERTISING
Insurance ads in india have come a long way in the last three decades. Be it television commercials, print ads, or bill boards. The change is remarkably noticeable. Earlier most of the advertising in this sector tended to play crudely on our consistent fear of the future and the unknown. A case in point being the television advertisement of firms like United India Assurance, National Insurance and Oriental Insurance. All the aforementioned companies provided insurance policies for contingencies like fire, robbery and natural disasters. Television commercials of that time tended to be rawly cooked scripts put together in the doors of hard sell copy. All of them invariably, toyed with our fear factor. In the new millennium ads in this sector have undergone an image makeover. Gone are elements like exaggerated visuals, theatrical voiceovers and melodramatic music. With the advent of foreign insurance companies like Bharti AXA, ICICI Prudential, Max NewYork, Iffco Tokyo, Aviva etc, ads have acquired a refined feel about them. Even if you look at Oriental life insurance’s more recent television commercials, the change in outlook is overtly clear. With a tagline like Prithvi, Agni, Jal, Aakash. Sabki suraksha hamare paas, they chose to concentrate on earthy and radiant visuals instead of opting for the time tested route of harbouring into your worst fears.
Most ads of these firms have a subtle undertone to them. Old age once looked upon as a burden is now viewed as the harbinger of a second life where you are finally relieved of your filial responsibilities and can explore the world around without a care to the winds. HDFC Life Insurance’s tag line (Hamesha Aapke Saath) and SBI Life Insurance’s (With Us You are Safe) are prominent examples. Most of the insurance ads now focus on the relationship of the customer to his/her kith and kin and how much relationships ought to be valued and taken care of. A recent ICICI television
ADVERTISING
Insurance ads in india have come a long way in the last three decades. Be it television commercials, print ads, or bill boards. The change is remarkably noticeable. Earlier most of the advertising in this sector tended to play crudely on our consistent fear of the future and the unknown. A case in point being the television advertisement of firms like United India Assurance, National Insurance and Oriental Insurance. All the aforementioned companies provided insurance policies for contingencies like fire, robbery and natural disasters. Television commercials of that time tended to be rawly cooked scripts put together in the doors of hard sell copy. All of them invariably, toyed with our fear factor. In the new millennium ads in this sector have undergone an image makeover. Gone are elements like exaggerated visuals, theatrical voiceovers and melodramatic music. With the advent of foreign insurance companies like Bharti AXA, ICICI Prudential, Max NewYork, Iffco Tokyo, Aviva etc, ads have acquired a refined feel about them. Even if you look at Oriental life insurance’s more recent television commercials, the change in outlook is overtly clear. With a tagline like Prithvi, Agni, Jal, Aakash. Sabki suraksha hamare paas, they chose to concentrate on earthy and radiant visuals instead of opting for the time tested route of harbouring into your worst fears.
Most ads of these firms have a subtle undertone to them. Old age once looked upon as a burden is now viewed as the harbinger of a second life where you are finally relieved of your filial responsibilities and can explore the world around without a care to the winds. HDFC Life Insurance’s tag line (Hamesha Aapke Saath) and SBI Life Insurance’s (With Us You are Safe) are prominent examples. Most of the insurance ads now focus on the relationship of the customer to his/her kith and kin and how much relationships ought to be valued and taken care of. A recent ICICI television