Wish I Had Made This Ad... | Interesting, but contrived

Wish I Had Made This Ad... | Interesting, but contrived
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First Published: Mon, Jan 26 2009. 10 19 PM IST

Updated: Mon, Jan 26 2009. 10 19 PM IST
HDFC Standard Life Insurance
Leo Burnett
From the time that the insurance category has opened up, there have been innumerable players, all of whom are trying to carve their own niche. It does not take an advertising professional to know that in our culture, we are averse to discussing
death. When I was growing up, my parents forbade me from joking about death.
In this context, it is interesting that HDFC chooses to tackle death in this execution and that too, through the eyes of a child. I find two aspects of this ad particularly interesting:
Indian wage earners do not like asking for help for their families. This play on their pride is well done. Plus, the added effect of snubbing unnecessary help.
The metaphor of people getting lost for death is good. It is indirect, yet not so subtle that one loses the message.
The part where the guest says “Papa gum ho gaye” is contrived and forced. It seems that the line was written first and then the plot thought of. And the range of emotions after the line seem a little overacted, especially the last shot of the mother sighing.
The ad is well-intentioned but is let down by average crafting.
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First Published: Mon, Jan 26 2009. 10 19 PM IST