Tata AIG - Water Communications

Tata AIG

Client
Tata AIG

Services
Print
Standee
Kiosk

Tata AIG is one of India’s leading general insurance companies. We set out to make insurance feel less like a financial product and more like a natural part of how people plan, celebrate and protect what matters.

Our answer was ‘Start a New Tradition’, built on a simple insight, traditions evolve, and so can the way we think about protection. Instead of changing what people already do, we invited them to add insurance to the traditions and milestones that matter. ‘Ensure You Insure All Your Life’s Blessings’ turned protection into a thoughtful, progressive choice for the future.

We gave the idea a distinctive brush-stroke illustration style, which became a recognisable visual language for the brand. So well received was the execution that Tata AIG extended its use across the year, including occasions such as Durga Puja. The work spanned print, digital, outdoor, activations and collaterals.

Making protection part of the tradition.

The print campaign took the thought behind ‘Start a New Tradition’ and gave it a simple, visual expression. We looked at familiar festive behaviours and reimagined them through the lens of protection, showing how insurance could become a thoughtful addition to the things people already do for those they care about.

The distinctive brush-stroke illustrations gave these everyday and festive moments a fresh visual language, helping the idea feel warm, human and instantly recognisable. Each execution built on the larger thought of making protection a more natural part of life’s milestones, while keeping the communication simple and relatable.

Flyer

Taking the message beyond the campaign.

We extended the insurance conversation into business communication through flyers designed to make complex coverage easier to understand and harder to overlook. The creative used a simple visual idea to spotlight the risks businesses often leave unprotected, while the supporting copy clearly communicated the relevant cover. The result was a practical piece of communication that balanced a strong attention-grabbing thought with the information needed to drive consideration.

Poster

Turning an everyday message into a memorable one.

For this internal poster, we used a playful role reversal to turn a familiar workplace dynamic on its head. The visual of a shark being chased by a smaller fish immediately set up the thought, while the headline invited employees to have their own say. It was a simple way to make an internal communication piece more engaging, approachable and, most importantly, hard to ignore.

Diary

Making the idea part of everyday life.

We extended the campaign into a diary designed as a useful, lasting brand touchpoint. Its brush-stroke page breakers brought different aspects of life and protection into focus, with sections around Travel Insurance, Health Insurance and Motor Insurance. Each also celebrated the milestones and achievements people work towards, turning a functional diary into a reminder of the things worth planning for, celebrating and protecting. It gave the campaign a physical, everyday presence that could stay with people long after the festive season.

Standee

Taking the conversation where decisions happen.

We created a series of standees that adapted the campaign thought to different insurance needs, using simple visual metaphors to make each message instantly understood. From a family setting out on a journey to protecting a two-wheeler, the communication connected everyday priorities with the need for protection. Designed for high visibility and quick reading, the standees brought the campaign into physical spaces without losing the clarity and personality of the larger idea.

Kiosk

Turning a campaign into an experience.

We created a festive kiosk that gave the campaign a physical presence, using the brand’s visual language to transform a simple point of interaction into a celebration-led experience. The open, three-dimensional format made the communication visible from multiple angles, while the festive artwork and messaging connected the space back to the larger idea of protecting life’s blessings. It was designed to be more than a display, an inviting brand touchpoint that brought the message into the festive environment.

Hear from the decision makers themselves!

We wanted to engage our stakeholders in a non-traditional format and move away from insurance’s conventional look and feel. The brush-stroke treatment gave the campaign a fresh, distinctive visual language. The agency made insurance feel simpler and more relevant, rather than a complicated financial product. The idea was so well received that it continued across our communication for the entire year, going beyond what we had originally envisioned.

Mr Cornel Cabral, Manager
Marketing, Tata AIG