KILB stops teasing

The teaser campaign KILB has unveiled the identity of its brand: AEGON Religare Life Insurance . The campaign featuring Irrfan Khan, is designed by Contract Advertising, produced by Apocalypso Filmsworks and directed by Pradeep Sarkar. The creative team behind the campaign includes Manish Bhatt and Raghu Bhat.

K.I.L.B. stands for Kum Insurance Lene Ki Bimari. The TV commercials have Irrfan Khan portraying a doctor who, in various moments such as in the train or in a lift, asks people around him how much they are insured for. The answer was a low figure. He then gives an analogy saying that people will buy small things such as groceries for daily use according to their need, but when it comes to buying insurance for their future needs, it is always ignored.

The teaser will now be followed by a 45 second film which will be released today. The media mix includes TV, radio, outdoor (such as hoardings, bus shelters, trains, etc) and the Internet, with a budget of approximately Rs 10 crore. 

Rajiv Jamkhedkar, CEO, AEGON Religare Life Insurance said, "Being a part of the industry, we felt there was a strong need to educate people on the concept of being adequately insured. It is imperative to have the right cover that takes care of your future needs, and not treat life insurance as just a mere tax saving and investment tool. In fact, the campaign underlines the fact that taking less amount of insurance defeats the very purpose of insurance."

"The objective for us as a new brand is two fold – Inform and Impress. As a brand, our aim is to create a communication that provides new value to the consumer and helps him/her to understand the category better," said Pradeep Pandey, director – branding and communication, AEGON Religare.