MAM
BBH India executes commercial for touch screen laptops by Acer
MUMBAI: BBH India conceptualised a campaign commercial to promote the launch of the latest touch screen laptops by Acer.
The film is simple and has a mass appeal that talks about technology, through the use of a human, instinctive idea. The idea of the commercial was to recreate that excruciating moment we‘ve all had, when you‘re so close to touching something, but not quite there yet. It shows moments linked to touch which creates moments of happiness whether it is a game of kabbadi, or love when you hold hands or small kids trying to break mangoes.
BBH India, managing partner and COO, Russell Barrepp said, “We felt that touch is not merely a technology, it is an undeniable instinct that our idea needed to capture. So we decided to tell a story which is easy to decode and that we could all identify with. A story that made us remember just how badly we wanted to reach out to something or someone. When you look at the market, you see so many ads that showcase shiny new devices changing people‘s lives. Our challenge was to make a technology ad do more than that. To tell a story of the significance of touch in all our lives. “
Prior to the release of this advertisement, Hrithik Roshan has done a phenomenal job for Acer in the past. This time around, however, the strategy demanded Acer to make the product feature a hero of their communication, in order to bring the instinct of touch to life.
BBH India was of the opinion that the communication that it needed a track that didn‘t just support the story, but actually make it come to life. “When the director, Pratap Manohar suggested Lucky Ali, we were intrigued. This would be Lucky Ali‘s first commercial and that in itself was quite exciting. When we heard the first cut, it was obvious that the music and the lyrics were taking the film to a wonderful, warm and inviting world. We believe what we have as a final product does exactly what we set out to achieve. ” added Barepp.
The promotional campaign will be heavily promoted through television and the digital medium, BBH India claims that there is more to expect on the digital space apart from the social media promotions. Support mediums used to promote the product would be print, BTL and the retail mediums which would be rolled out in the second phase of the promotional plan.
The Reel Company is the production house for the commercial and has been directed by Pratap Manohar. Managing partners for the TVC were Subhash Kamath, Partha Sinha and Russell Barrett. Head of planning was done by Sanjay Sharma. Creative directors for the commercial were Vinod Sudheer and Kunal Sawant. Business director for the TVC was Kunal Chakravarty while the strategy director for the commercial was Yousuf Rangoonwala. Monish Debnath, was the senior business partner for the event, Khvafar Vakharia was the executive producer and the music director for the commercial was Lucky Ali.
If you are actively investing to grow your money month after month, you already understand the value of planning ahead. SIPs, long-term portfolios, retirement planning and goal-based investing all point to one thing. You are building a future with intent.
What often gets missed in this process is one foundational question. How well is the income that funds all these plans protected?
Term life insurance fits naturally into this stage of financial planning. It does not compete with investments. It supports them by protecting the income that makes long-term growth possible.
Why Income Protection Is a Core Part of Financial Planning
Every financial plan begins with income. Before money is invested or saved, it is earned.
Over time, this income is allocated across multiple needs:
● monthly household expenses
● EMIs and long-term loans
● savings and emergency funds
● investments aimed at future goals
As responsibilities increase, financial planning becomes layered. Each layer assumes income continuity. Term life insurance exists to ensure that this structure does not become fragile due to overdependence on a single income source.
It adds stability to plans already in motion rather than introducing a new objective.
What does term life insurance do?
Term life insurance provides a fixed payout to your nominee if you pass away during the policy term. The purpose of this payout is practical and clearly defined.
It is intended to:
● replace lost income for a defined period
● help manage outstanding liabilities
● support ongoing household and goal-based expenses
There is no investment or savings component. This keeps the product focused and cost-efficient, allowing individuals to opt for meaningful coverage without diverting funds meant for growth-oriented investments.
Why Term Life Insurance Complements Investing?
Investments and insurance play different roles in a financial plan.
Investments are designed to:
● grow wealth over time
● compound with consistency
● be adjusted as goals and risk appetite change
Term life insurance is designed to:
● provide financial continuity
● protect existing plans from disruption
● remain stable once put in place
Keeping these roles separate improves clarity. Investments are allowed to perform without being forced to double up as protection, while insurance quietly supports the overall structure.
Who Should Consider Term Life Insurance?
Term life insurance becomes relevant when financial planning extends beyond individual needs. This typically includes:
a) Working professionals
When income supports shared expenses or long-term plans, protection becomes essential.
b) Individuals with long-term liabilities
Home loans, education loans and other EMIs often extend over decades. Term insurance ensures these obligations remain manageable.
c) Parents planning future milestones
Education, healthcare and lifestyle goals require continuity over many years.
d) Early planners with rising incomes
Starting earlier allows coverage to align smoothly with career progression and evolving responsibilities.
How Much Coverage Should Be Considered?
Coverage should be guided by financial reality rather than affordability alone.
A well-rounded evaluation typically considers:
● number of years income needs to be replaced
● existing and future liabilities
● long-term goals already planned
● inflation and rising living costs
Many insurance companies offer options starting from 50 lakhs, 1 crore term insurance and higher. It allows individuals to choose coverage based on their income, liabilities and future plans.
How Term Life Insurance Fits Into a Long-Term Plan
Once set up, term life insurance does not demand frequent attention.
It does not require active monitoring, market tracking or performance reviews. Its role is structural rather than dynamic.
By ensuring financial continuity, it allows families to:
● stay aligned with long-term plans
● avoid rushed financial decisions
● focus on execution rather than damage control
When aligned correctly, term insurance strengthens the foundation on which investments, savings and retirement plans are built.
Choose the Right Insurance Partner
Once the need, coverage amount and role of term life insurance are clear, the final and most important step is choosing the right partner.
This decision should be based on:
● clarity and transparency in policy terms
● a strong claim settlement track record
● consistency in servicing and communication
● the ability to support long-term financial planning rather than just selling a product
Term life insurance is a long-term commitment. The partner you choose today will be the one your family relies on years down the line.
When protection is aligned with purpose and backed by a dependable insurer, term life insurance becomes a quiet but powerful part of a well-built financial plan.
