Tata AIA teams up with Atul Khatri and Kenny Sebastian to humorously spotlight the value of insurance

Tata AIA Life Insurance (Tata AIA) has rolled out a campaign featuring comedians Atul Khatri and Kenny Sebastian, to underscore its life insurance offerings. 

Conceptualised by Admatazz, the films with Khatri and Sebastian take a humorous approach to underscore the significance of preparedness for unforeseen circumstances.

In the first film featuring Sebastian, the comedian concludes a stand-up show when a fan surprises him backstage. Sebastian remarks about being grateful for his insurance plan covering potential heart attacks. He proceeds to outline the coverage provided by the insurance, and the fan, rather than seeking a photo or autograph, opts to enroll in Tata AIA's health insurance plan. 

In the second film, Khatri takes the stage with his signature comedic style, regaling the audience with tales of his relentless pursuit of value for money. Among his anecdotes is a memorable encounter with a travel guide who promised a tiger sighting, leading to a humorous altercation. Transitioning seamlessly, Khatri shares his experience with signing up for Tata AIA's life insurance plan. Curious about the returns, he inquires what happens if he's still alive when the policy matures. The agent reassures him that he would receive a 105% maturity payment—an assurance that tickles Khatri's funny bone. Amused by the turn of events, Khatri jokingly remarks to the insurance agent that if he had taken the agent on safari, they would have gone to extreme lengths to show him a lion.

Girish Kalra, chief marketing officer, Tata AIA Life Insurance, said, “At Tata AIA, we are committed to empowering consumers and equipping them with the right financial advice and insurance solutions. To communicate these important aspects, we thought of going unconventional and partnered with Atul Khatri and Kenny Sebastian, two outstanding names in the stand-up comedy world. We are sure that our campaign and consumer-centric life insurance solutions will enable our consumers to be ‘har waqt ke liye taiyaar’ (ready for anything) and lead a ‘fikar-free’ (stress-free) life.”

Yash Chandiramani, founder and chief strategist, Admatazz, said, "We had an absolute blast conceptualising and executing this campaign. The brief was very clear and based on strong insights. We had to unlearn a lot of advertising for this campaign as the films had to be as native as possible. It's exciting to see a life insurance brand take a not-so-serious route in India and we are even more excited to be playing a part in it.”