Empowering Mother’s Day Campaign Film — Tata AIA Life Insurance
Tata AIA Life Insurance — Women’s Day Tribute
Tata AIA Life Insurance, India’s most-trusted financial insurance group is also well-known for being a socially responsible brand that celebrates equality for all. For Mothers Day, they reached out to the Forest Films team to create an advert that celebrates the spirit of womanhood and their ability to be limitless.
Debriefing The Client Idea
For this collaboration, the Tata AIA team wanted to express gratitude toward women across the country with a heart-warming “Happy Women’s Day” message. They primarily needed to display how modern times are creating more opportunities for women to spread their wings and celebrate their trust in Tata AIA as their life insurance provider.
Identifying The Main Challenge
The task was to create a remarkable and memorable scenario that represents how in today’s day and age, women stand up for equal opportunities and courageously take on new challenges. The brand film had to be fresh, original, and convey the brand’s narrative while maintaining an emotional connection with the audience.
Our Treatment & Execution
For this project, we chose to portray the strongest relationship of all — between a mother and her daughter. Having motherhood as the metaphor, we took a step further to invalidate the usual stereotypes our society has held for people based on age and gender.
Through videography and persuasive writing, our team portrayed the story of a mother and her child discussing a journey while driving with an emotional twist. Instead of the young daughter, the mother was leaving for an adventurous trekking journey, disproving the societal stereotypes about aged women. The daughter only drove her to the bus stand and wished her the best. Usually, this happens otherwise.
This short but sweet brand film signifies how women are just as capable of embracing new adventures and win against the underlying challenges, regardless of age, qualification or experience — simply with trust and courage. The advert concludes by conveying how their belief in Tata AIA for all insurance coverage-related needs throughout this risky adventure we call life is well appreciated.
See the full video here: