Tata AIA Life Insurance
Making Good Happen
Project Focus
Art direction, Illustration, Branding, Marketing
CHALLENGE
Life Insurance advertising in India is standardized. Either it’s filled with instilling fear of death or the consequences that might befall the loved ones at one’s demise. Tata AIA being a new entrant in the category, needed to step out of the sea of sameness.
Tata AIA Life – A new age
Life Insurance service aimed at making Indian lives safer one policy at a time.
Art direction
Illustration
Branding
Advertising
J. WALTER THOMPSON
APPROACH
Because Tata AIA had to lead the conversation of Life insurance in a new fashion, we leveraged their wholesome tone of voice to illustrate how dated existing Life insurance policies were in India.
OVERVIEW
Mountain Dew
INSIGHT
TATA AIA LIFE
“Our research showed that almost 92.6% of the Indians are under insured. Mostly, the reason is that the policies offered are based on the lifestyle of the early 90’s which has definitely changed.”
Campaign
Behind the Times
Keeping in touch with the whimsical tone of voice, we wanted to communicate the gap that current insurance policies have for what is needed for the modern policy holder. To illustrate this, we created this photographic series of curated family portraits that looked as if they were shot half a century ago.
DESIGN
TATA AIA LIFE
Tata AIA Life Insurance
Making Good Happen
J. Walter Thompson
