IDBI Federal: Risky scaffolding

IDBI Termsurance offers insurance that is tailored to different risk profiles. Ogilvy and Mather Mumbai's challenge was to promote this unique life insurance plan and highlight it's key benefit - The flexibility to choose a cover that suits your risk.Most construction sites use bamboo scaffolding, which are know to be dangerous. The higher one climbs on the scaffolding the higher the risk. We identified these escalating-risk sites as an opportunity to demonstrate our message.

Advertising Agency: Ogilvy & Mather, Mumbai, India
National Creative Directors: Abhijit Avasthi, Rajiv Rao
Senior Creative Directors: Kainaz Karmakar, Harshad Rajadhyaksha
Copywriter: Sangeeta Lerner
Art Director: Rajeshwari Rao
Photographer: Shekhawat Himmat

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8 comments

Molecule's picture
Molecule
437 pencils

I tend to read that from the top down

gadgets's picture
gadgets
1063 pencils

me too. no logic.

morse's picture
morse
15671 pencils

Yes, me too.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

purshotham's picture
purshotham
455 pencils

I too read that from the top down

fly's picture
fly
20 pencils

so far for little words

akshaysrikar's picture
akshaysrikar
420 pencils

i dont think its the issue of being top down.

but what i reckon is that.. the higher the hoarding the larger it should've got... i assume it should be pretty difficult for someone to find out (or in that case even interested) in the brand.... just a thought..

ace85le's picture
ace85le
3939 pencils

That's one messy logo. You should only do this kind of ad if you have a neat and clean logo, esp. from that far.

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jackblack's picture
jackblack
2261 pencils

Nice try.

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