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Tata AIA launches brand campaign 'Love Unconditionally', a new take on true love

Mumbai, February 21, 2018:
Tata AIA Life (Tata AIA) Insurance Company Limited launched their new brand campaign ‘Love Unconditionally’. The campaign portrays ‘term product’ an act of selfless love since the purchaser of the product will never get any benefit for his or her own self. Today the protection gap in the Indian market is close to 93%. Tata AIA’s primary aim is to provide protection to consumers and hence the focus on pure protection products. The campaign has captures the essence of protection and the responsibility that consumers have towards their loved ones.

The digital only campaign created by FCB India and conceptualized by Tata AIA after collating market intelligence and insights over the years. The pilot was launched online on December 15th and has seen huge traction among target audience with over 11 lakh impressions and 20 lakh views in a short span of time. The film depicts a series of instances where a woman is being assaulted by a stalker in various situations, moving to the woman being trained by the same stalker who turns out to be her husband. The husband demonstrates his unconditional love for his wife by taking her painful punches and blows in order to train her enough so that she is able to protect herself under any circumstances, even if he may not be around. This selfless act of protection by the husband underlines his unconditional love.

“When you love someone unconditionally, you want to protect them for ever. That is the primary intent captured in our ad campaign. We want consumers to align with the idea of Protection as a selfless act, and how it can potentially keep them safe under any circumstance. This campaign reinforces our commitment to being the pre-eminent Protection provider. This is in line with our business strategy as we want to bring as many people as possible under protection cover. We partnered with FCB India for this campaign, who have beautifully captured and portrayed the right sentiment via the campaign” said Rishi Srivastava, Senior VP - Proprietary Channels and Marketing Tata AIA Life Insurance

"Working closely with Tata AIA, we challenged the norms of the category and created a campaign that doesn't simply talk about protection but goes deeper, by talking about why we protect our family… Because we love them unconditionally. The idea is that because we 'Love Unconditionally', we want to make sure that our loved ones are protected even when we aren't around. We decided to create film that strays from the conventional expressions of care and protection that are so strongly associated with the category and create a thrilling film about a man who is willing to take a beating so his wife can protect herself even when he isn't around. The whole build-up of the film has a tone of action and suspense with the actors in it carrying out real stunts, using real self-defence techniques. A jingle based on the idea of 'Love Unconditionally' was also created specifically for the campaign. It is what causes the change in tonality in the film, from a thriller to a romance. From what seems like a story of a woman being attacked to one about a woman being trained because she is loved." said Keegan Pinto, Creative Head (West) and National Creative Director - Branded Content, FCB India

Conversations around the financial security and welfare of the family in the absence of an earning member has traditionally been an uncomfortable subject is India. This mind-set has not only been one of the reasons why life insurance is seen as a push product than a pull product in the market, but this sentiment has also been the cornerstone of the marketer’s pitch to get people to buy life insurance products. Through the #LoveUnconditionally campaign, Tata AIA has broken free from the associated sentiments of fear, uncertainty and guilt and showcased the power of true love being the intent behind purchasing a pure protection insurance plan.

View Campaign:

Master 1 min 33 secs:
Tata AIA #LoveUnconditionally:

Creative team Shambhabi Sandeep: Keegan Pinto, Donavan Dsouza, Rajdatta Ranade, Raha, Gazal Jain, Pearl Fernandes, Adamya Mody and Urane
Account Planning: Saad Khan, Samhita Chaudhuri, Pooja Krishnan
Account Management Team: Account Management Team
Production House: Twenty seventh Films
Director: Amit Singh

About Tata AIA Life

Tata AIA Life Insurance Company Limited (Tata AIA Life) is a joint venture company, formed by Tata Sons Ltd. and AIA Group Ltd. (AIA). Tata AIA Life combines Tata’s pre-eminent leadership position in India and AIA’s presence as the largest, independent listed pan-Asian life insurance group in the world spanning 18 markets in the Asia Pacific region. Tata AIA Life has written retail new business weighted premium of INR 784 crores till third quarter ending 31 December, 2017. For the same period, the 13th month persistency of the company was at 81.6% and, the retail claims settlement ratio was 97.04

About the Tata group
Founded by Jamsetji Tata in 1868, the Tata group is a global enterprise, headquartered in India, comprising over 100 independent operating companies. The group operates in more than 100 countries across six continents, with a mission 'To improve the quality of life of the communities we serve globally, through long-term stakeholder value creation based on Leadership with Trust’.

Tata Sons is the principal investment holding company and promoter of Tata companies. Sixty-six percent of the equity share capital of Tata Sons is held by philanthropic trusts, which support education, health, livelihood generation and art and culture. In 2015-16, the revenue of Tata companies, taken together, was $103.51 billion. These companies collectively employ over 660,000 people.

Each Tata company or enterprise operates independently under the guidance and supervision of its own board of directors and shareholders. There are 29 publicly-listed Tata enterprises with a combined market capitalisation of about $116.41 billion (as on March 31, 2016). Tata companies with significant scale include Tata Steel, Tata Motors, Tata Consultancy Services, Tata Power, Tata Chemicals, Tata Global Beverages, Tata Teleservices, Titan, Tata Communications and Indian Hotels.

About AIA
AIA Group Limited and its subsidiaries (collectively “AIA” or the “Group”) comprise the largest independent publicly listed pan-Asian life insurance group. It has a presence in 18 markets in Asia-Pacific – wholly-owned branches and subsidiaries in Hong Kong, Thailand, Singapore, Malaysia, China, Korea, the Philippines, Australia, Indonesia, Taiwan, Vietnam, New Zealand, Macau, Brunei, Cambodia, a 97 per cent subsidiary in Sri Lanka, a 49 per cent joint venture in India and a representative office in Myanmar.

The business that is now AIA was first established in Shanghai almost a century ago. It is a market leader in the Asia-Pacific region (ex-Japan) based on life insurance premiums and holds leading positions across the majority of its markets. It had total assets of US$185 billion as of 30 November 2016.

AIA meets the long-term savings and protection needs of individuals by offering a range of products and services including life insurance, accident and health insurance and savings plans. The Group also provides employee benefits, credit life and pension services to corporate clients. Through an extensive network of agents, partners and employees across Asia-Pacific, AIA serves the holders of more than 30 million individual policies and over 16 million participating members of group insurance schemes.

AIA Group Limited is listed on the Main Board of The Stock Exchange of Hong Kong Limited under the stock code “1299” with American Depositary Receipts (Level 1) traded on the over-the-counter market (ticker symbol: “AAGIY”).


  • Insurance covers are available under the products offered by Tata AIA Life Insurance Company Limited
  • Tata AIA Life Insurance Company Limited (IRDA of India Regn. No. 110) CIN U66010MH2000PLC128403; registered and corporate address: 14th Floor, Tower A, Peninsula Business Park, Senapati Bapat Marg, Lower Parel, Mumbai - 400 013
  • For complete details please contact our insurance advisor or visit the nearest branch office of Tata AIA Life or call 1-860-266-9966 (local charges would apply) or write to us at
  • Visit us at: or SMS 'LIFE' to 58888.

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