Agency : Bates
Baseline : NA
Description: A cute little boy helps an old lady carry her shopping basket; she gives
him a coin for his help. The boy hitches a ride with another old man and goes to his dad’s office. Dad is at an important meeting but the excited boy knocks on the door and hands over his ‘first salary’ to his father, who gives him a warm hug. 4Ps Take: Great way to communicate: Effective, clever and with dollops of emotional connect. Tata-AIG straddles three generations (old woman/man, a young father and the little boy) with panache while having the cutest player (the lil’ boy obviously!) as the chief messenger of their brand communication who drives home the point. Money is precious and Tata- AIG understands the value of it, that is the power idea. The USP is the trusted Tata name. The ad drips with the brand’s personality as emotions run high... guess personal finance has never been so personalised!
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Source : IIPM Editorial, 2006
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