K.S. Chakravarthy, national creative director for Rediffusion DY&R Pvt. Ltd, picks an ad he doesn’t like and explains how he would have done it.
The advertisement for Aviva Life Insurance Co. shows cricketer Sachin Tendulkar drawing a parallel between cricket and life, with him saying: “In some ways, life is like cricket, live it khulke (freely)...” The advertisement implies that life, much like cricket, can be played with gusto only when you’ve assessed and covered the risks. Life insurance helps you live without worries.
Why I don’t like it
To start with, the choice of Sachin Tendulkar to endorse a life insurance product is very silly. A cricketer, no matter how popular, is not the celebrity you look up to for advice on a serious issue like life insurance. To compound that silliness, you have a tag line, which says “Life is like cricket…” Insurance is a serious matter, where you are planning out your life and your family’s future. It really doesn’t have anything to do with a game. What’s more, if you have to use Sachin Tendulkar, the last thing you should be doing is to make him talk from start to finish, instead of highlighting his strengths.
The entire association looks very artificial and staged. It’s a dis-service to both the brand as well as the celebrity.
How I would have done it
The point of paying big bucks for a celebrity such as Sachin Tendulkar is that you highlight his strengths. He is a sportsman, so if I had to do this ad, I would have highlighted that aspect. When you use a celebrity, you have two choices—you can highlight the aspects he is known for, or go the other way and highlight the side of him that people have never seen before.
Tendulkar could have been shown as a father, husband or son, who cares about his future and the future of his family. That is how you could touch a chord with consumers on the matter of life insurance.
As told to Gouri Shah