TATA AIG’s campaign idea of ‘Think ahead, Think Travel insurance’ is a call to action for travellers. It stems from the core thought of having the prudence to acknowledge and protect against the risks that could hamper the planning and hard work to achieve all the good things.
The film opens with a local food joint in China; two of the protagonists travellers are seen enjoying their meal when one of them abruptly expresses his desire to eat ‘Poha’ (Indian breakfast). Home cooked food is a common craving during an international trip and typically after experimenting with local food. Following to this, the story demonstrates how thinking ahead always helps. Humour and exaggeration has been used as the key element to demonstrate the film. The video drives home the point that, while planning a trip it is important to look out for a travel insurance as one of the aspect of Think Ahead philosophy.
Speaking on the launch of the new film Parag Ved, executive vice president, Consumer Line, TATA AIG General Insurance said, “Being the market leader in the Travel Insurance business we have been witnessing a surge in number of travellers traveling internationally. They are experimenting with their choice of destination and activities but what has not changed over the period is travel planning aspect and we as travellers are always ‘Thinking Ahead’. We are elated to have launched this travel insurance campaign where we are using a humorous but relatable narrative which will drive the message that, thinking ahead is always beneficial”
Ajeet Shukla, executive creative director (Lucid – A division of Enormous Brands) also expressed his views on the Travel campaign, “Think ahead came as a very strong brand proposition for me. There could have been many ways to explore it creatively. We had to find an interesting way of communicating this brand story in line with the young tech savvy and discerning set of audiences. We looked at humorous and engaging content that illustrates the single point of benefits of thinking ahead”.