‘You are the Big Picture’, Aviva’s first global brand campaign comes to India, after successful launches in London, Singapore, Warsaw and Paris, demonstrating Aviva’s commitment to putting customers, employees and community at the heart of its business.
After a successful launch in London, Singapore, Warsaw and Paris in October, the India leg of the campaign launches today in Mumbai and Delhi. Landmark buildings such as Trent Headquarters in Mumbai and the ABW Tower, IFCO Chowk, Gurgaon will be wrapped with simple, powerful images of people at the heart of Aviva’s business. The projection launch will take place on November 15 at the Air India Building in Mumbai and at the Statesman House in Delhi.
Amanda Mackenzie, Aviva’s chief marketing officer, said: “We know insurance isn’t just about policies and pensions; it’s about people. That?s why we’re making our customers the big picture, putting a spotlight on them and our people. ‘You are the Big Picture’ tells the stories of how we’ve provided help and support to people when they needed it most. Putting customers at the heart of everything we do not only makes sense for them, it makes good commercial sense too.”
Gaurav Rajput, Aviva India’s Associate Director-Marketing, said: “At Aviva, our primary objective is to provide ‘prosperity and peace of mind’ to our customers. The global campaign celebrates the small human touches that we know can make a big difference to our customers, employees and the community. As part of the global campaign Aviva will be donating £1 or Rs 60 Save the Children in India for every picture donated by people to www.yourarethebigpicture.com microsite.”
With a strong digital and social media component, the campaign, from November 15, 2010 onwards, will give thousands of people in India the chance to have their own moment of recognition by having their photo projected onto the Air India building in Mumbai and the Statesman House in Delhi for a week. Any member of the public can have their chance to take part by uploading their photograph at www.youarethebigpicture.com or via www.facebook.com/aviva.
For the first 250,000 photos uploaded by members of the public, Aviva will donate £1 or Rs 60 per image to Save the Children in India as part of its global Street to School programme; supporting initiatives that help children living and working on the streets back into education or training. This is part of a five year commitment to helping 500,000 children worldwide fulfill their potential and to raising awareness about the plight of street children who are largely unrecognized by society. Images of children who are being helped by the programme also feature in the campaign.
* Landmark buildings across Mumbai and Delhi will be wrapped in portraits of Aviva customers, employees and partners, highlighting stories that bring to life Aviva’s brand promise of individual recognition
* One building in each city will be handed over to the public for their own moment of recognition by having their photo projected onto giant screens. For every picture donated on www.youarethebigpicture.com, Aviva will contribute £1 or Rs 60 to Save the Children India, as part of Aviva’s Street to School programme
* To recognize that ‘Education is Insurance’ we will build on the success of Aviva’s Great Wall of Education, 2009 through a city wide ‘book donation’ movement in Delhi and Mumbai in November and December. The donated books to be handed over to underprivileged children, to aid their education
* Aviva is also looking at the big picture on the major global financial issues of tomorrow with the Future Prosperity Panel, in partnership with the Economist Intelligence Unit, which convened for the first time at the London launch in October 2010.
The campaign features real stories of the people most important to Aviva – its customers, employees, business partners and communities.
This will also be followed by the ‘Aviva Great Wall of Education’, a book donation drive in both the cities for the underprivileged children. This book donation drive strengthens the brand proposition in India, ‘Education is Insurance’, to life through Aviva Street to School program
Aviva is also looking at the big picture on the major global financial issues of tomorrow. Aviva is working with the Economist Intelligence Unit (EIU) and has convened the Future Prosperity Panel; comprising nine leading experts in behaviour change, economics and policy. The panel will be chaired by Philip Coggan, Capital Markets editor, The Economist and includes Rama Bijapurkar, leader in market strategy and consumer relation issues. The panel will take a different look at the role of individuals, business and policymakers in improving future global prosperity.
