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Aviva re-defines Education as Insurance; Guarantee it with Aviva

Yes, you heard it right. Education is Insurance; Guarantee it with Aviva. Aviva Life Insurance has come up with a new Television Commercial to promote their ‘Aviva Young Scholar’ – A Life Insurance plan that aims to help parents to plan for their child’s future / education.

The television commercial has their Brand Ambassador ‘Sachin Tendulkar’ who is shown in a casual environment wearing a Yellow T-Shirt (Aviva’s Brand Colour).

The ad begins with 4 screen grabs of children from different cultures and in their formative years; a bengali couple with their daughter, a catholic couple in the church getting a ceremony done for their daughter by the priest, a south Indian mother and grand father helping their young daughter / grand daughter to write something with her tiny fingers in a heap of rice.

As the above images unfold in the TVC; the background score captures the dreams that parents have when it comes to their children. Some dream that their children must grow up to be the pride of India, some want them to win a noble prize while some want them to reach out to the sky – Aasmaan chu lo.

The ad then shows Sachin Tendulkar getting into the swing and speaking on how all parents dream that their children must progress in life and achieve even more than them. The ad uses ego massaging hindi terms such as ‘Shaan’ and ‘Pehchaan’.

He goes on to conclude that for a bright future, children need to be given good education and a parallel is drawn on how education is the best insurance for a bright career / future for children once they have grown up. Also he strikes a chord by saying that he understands parents as he himself is a parent and wants the best for his son.

This is one of the many ads that Aviva Life Insurance has launched to promote their children / education insurance. The other commercial was showcasing how a young boy kept on changing his thoughts on what career he wishes to pursue once he has grown up; he thinks of it all from being a pilot, hero, a chef and then a cricketer. The other recent ad we re-collect is how the ad showed that parents while securing their children’s future land up ignoring their children and don’t spend time with them – The ad culminated into an event ‘Tension chodo, Cricket khelo’

The same was covered on Cashcow.in as well, click here

What is interesting to note is that in this ad the key focus ‘Child’ is a Female – Daughter. The previous ad had a boy being shown. Also other Life Insurance companies such as HDFC Standard Life Insurance and Max New York Life Insurance too have shown Daughters and how their parents; Father’s are planning for their future.

Could this be a co-incidence or a copy? Is this thought tugging at the sweet relationship a daughter shares only with the father or is there some Research backing the fact that parents of a girl child are more prone to buy a child’s plan to fund her education as all their other savings might get channelised towards her Marriage? Any comments?