An insured innings!

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Shot at Madh Island in Mumbai, the ad has been conceptualised by Nima Namchu, Senior Creative Director of Publicis India and has been directed by Soojit Sircar of Red Ice Productions. Namchu recollects the experience of working with Sachin and says, “He was very easy to work with and displayed no airs of being such a big star. We had already sent the scripts to him in advance and he was prepared completely and knew what was expected out of him.” Namchu goes on, “During the shoot, the entire team was in awe of the man. He is Sachin, after all! And there were young boys (many of whom idolize him!) and we had our share of autographs by the maestro during the shoot!”

Just like the message in the ad, Namchu points out that the central concept of the advert was to not be restrained and play the shots ‘Khul Ke’. The group of boys who are seen playing alongside Sachin play an important role in the ad and Namchu says, “Before every commercial, we do the auditioning of the actors. In this one, we wanted to have nice looking kids who could play cricket. I think that was more important.” He adds that the kids were fun to shoot with. “Kids are easy to shoot because they are not conscious about the fact that they have to act alongside a celebrity and in this case it was Sachin Tendulkar,” says Namchu.

Though the ad does not have a very strong story-line, it conveys the message (to enjoy every moment by letting Aviva take care of the future) through an association with cricket. And that’s where the use of Sachin stands out. Unlike most ads, this one does not waste the celebrity and employs him to convey its message simply yet powerfully. The clutter-free background of the ad along with the actors clad in a soothing white and yellow really stand out.

More than three centuries in this business and with Sachin to score runs for them now, Aviva seems set for a longer innings and Sachin needn’t really worry about the pitch, as everything is ‘insured’ this time!

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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