Awe-inspiring Brand Film Featuring the Golden Boy — TATA AIA Life x Neeraj Chopra
TATA AIA Life Insurance — #HarWaqtKeLiyeTaiyaar
Tata AIA Life Insurance, one of India’s largest Life Insurance groups, has a global reputation for offering the best coverage/financial protection policies that one can get. They had approached the Forest Films team with an idea, i.e., to narrate the brand’s story through the face of Olympic gold-medalist athlete Neeraj Chopra.
Debriefing The Client’s Idea
For this collaboration, the Tata AIA team needed an inspiring brand film that showcased their years of excellent customer service without the core message sounding too sales-y. They were also in need of a powerful slogan, which simultaneously builds an emotional impact on their audience’s hearts and trends as the primary hashtag for their brand campaign.
Identifying The Main Challenge
The task was to merge the stories of two entirely different universes in a way that creates a strong impression on the viewers. With so many companies working with the trending Sportstar of the Year Neeraj Chopra at the same time, our biggest challenge was to create the most-talked-about brand film that engages, entertains, and inspires while staying true to the brief.
Our Treatment & Execution
In the creative stage, our focus was on conveying Neeraj Chopra’s narrative in a way that gives goosebumps, while simultaneously raising the profile of the Tata AIA Life Insurance brand.
Upon brainstorming, the team circled down on Har Waqt ke Liye Taiyaar — a slogan that drew perfect resemblance between Tata AIA’s unwavering dedication towards their customers and the glory of the Olympiad. This slogan, which translated into a viral social media hashtag, caught Neeraj Chopra’s mindset amidst his Javelin Throw practice to strike glory, and also showed his strong will to be ready for any hardship that may arise.
Similarly, the brand film also used his sportsman spirit as metaphor to how customers can be ready for any financial crisis with Tata AIA Life Insurance. The impactful writing, combined with a flawless narration by B-town artist Kunal Kapoor, summed up into perfect translation from Tata AIA’s initial vision to a well-executed brand story, which currently sits at 27M+ YouTube views.
See the full video here: