Sachin Tendulkar Meets His Younger Self In Aviva India’s Latest TVC

For the promotion of Aviva’s Child Plans, Aviva India has launched a new TVC where brand ambassador and cricketer Sachin Tendulkar meets his younger self

Aviva_India_Sachin_ad_2014

Aviva_India_Sachin_ad_2014

The Little Master comes alive in a never before seen avatar. Sachin Tendulkar, India’s very own god of cricket and most loved cricketer has been seen encouraging his younger self in a new commercial by Aviva Life Insurance. Aviva India has been leveraging its brand ambassador, cricketer Sachin Tendulkar since many years to promote the importance of planning for your child’s future, but this is the first time that the insurance brand has used a young Sachin to drive home the point. In fact, this is a first in India!

Created by BBDO India for the promotion of Aviva’s Child Plans, the ad’s basic premise is set around how Sachin was just a little boy with a big plan, before the world proclaimed him a genius. While a nervous young Sachin is getting ready for his first cricket match, the older Sachin walks up to him and reassures him with a pat on his back, “They are waiting for you”.  The young Sachin moves on to the field to a stadium roaring with cries of “Sachin, Sachin”, while Aviva Child Plans come into focus.

Uploaded on Aviva India YouTube channel on January 25, 2014, the video has received more than 737K views till date. Here’s the ad:

Buzz on social

The ad is being promoted through popular social networks like Facebook and Twitter while the community is being engaged around ‘The Little Giant’ contest. The contest involves testing how well fans know about Sachin Tendulkar with questions around his childhood and early years as a cricket player. Two daily winners from each of Facebook and Twitter will receive Sachin-signed merchandise like book and bat.

While participants on Twitter need to follow the Aviva India Twitter account and hashtag their answers with #AvivaLittleGiant, fans on Facebook need to like the Aviva India Facebook page and give their responses in the comments section on the timeline. The contest has no dedicated Facebook app.

This has been followed by the #LittleMastersBigDream contest on Sachin, with Flipkart vouchers and tablets on offer.

Fresh new communication

Sachin Tendulkar as Aviva’s brand ambassador, has been leveraged by the insurance company for promotional brand campaigns, both for the relentless pursuit he has exemplified in his cricketing career, and as the protective father for his children. But, with this ad campaign, Aviva not only adds a freshness to its communication but also manages a direct hit on the importance of planning for your child’s future. Impressive work indeed!

Although the ad is a creative stunner, the buzz on social media around the ad is pretty average. Contests on Sachin’s early days and cricketing feats in his 24-year career are a sure shot crowd puller, especially with Sachin-signed merchandise as prizes. It pays to have Sachin Tendulkar as the face of your brand.