Upstox launches a campaign video to showcase its arrival in the insurance distribution sector. The campaign, titled ‘Cut the Kit-Kit’, is a video which adds a humorous touch to the concept of securing insurance amidst the presence of traditional methods. From what it’s understood, the campaign is trying to encourage younger Indians to consider and start thinking about insurance and the importance of having a secure future. Vasudha Misra, regional creative officer, Lowe Lintas, talks to BrandWagon Online about the creative process and challenges faced in bringing the campaign to life.
Can you walk us through the creative process of developing this ad campaign from ideation to execution?
With its first campaign, “Cut the Kit-Kit”, Upstox took a stand against all the unnecessary noise and confusion surrounding investing in the stock market. Upstox established itself as the one that simplifies investing for you.
Now the challenge was, how to recreate the magic as Upstox entered insurance.
We identified the army of jargons, the battery of terms and conditions, the assault of overwhelming information and the misleading advice of well-wishing insurance agents, as the noise or “kit-kit”.
But that wasn’t all. After 3 successful ads, the device of “kit-kit” too needed a refresh. Something that would resonate with our TG. And thus the “kit-kit” song was born. A catchy tune that breathed humour into the stress of uncertainty, brought to life by a simple yet relatable story in the ever popular 20 second format.
The film features a family of three, seeking the advice of an insurance agent after an accident. Instead of clear guidance, the agent bombards them with confusing jargon and scripted responses to the tune of the “kit-kit” song. All of this leaves them overwhelmed. As they are about to give up, the neighbourhood chai-wala, strolls in on his chai-run. He introduces them to the Upstox app on his smartphone and its user-friendly insurance buying process.
What challenges did you encounter during the creation and implementation of this ad campaign, and how did you overcome them?
The challenge was to cut through the clutter of IPL ads, to introduce an all-new service just days after our highly successful “kit-kit” campaign. The new ad, even though it introduced a completely different service, needed to feel like the same brand, but also needed to be distinct enough to not become a blind spot.
Upstox needed to strike while the iron was still hot. Time was short and the duration even shorter. The solution came from Lowe Lintas in collaboration with director Hemant Bhandari, who put a musical twist on the popular “kit-kit” concept. The result was a widely loved and wildly successful ad. A memorable sequel that possibly outshined the original.