Aviva Life Insurance, one of the fastest growing private life Insurance companies in India launched its new ad campaign on July 22, 2005 following the success of the promotion with the Indian film Viruddh where veteran actor Amitabh Bachchan tells viewers to get 'Kal par Control' (secure your future).

Aviva, in all its communication narrative, has maintained a disarming simplicity, laced with humour. Life Insurance is a serious topic; communication needs to lighten the customer's load of seriousness. Aviva's latest ad campaign Lifelong, its flagship offer, demonstrates this guiding principle and reiterates the brand promise of 'Kal par Control'.

Conceptualized by Publicis, and directed by Ram Madhvani of Equinox, the commercial seeks to promote Life Long policies offered by Aviva in India. The ad-film opens on an upper middle class, middle-aged couple, en route to the airport to receive their son, returning from his education abroad. The dreams which Indian parents so typically weave for their children - a great job, a fat salary, a beautiful bride and soon, lovable grand-children, all run through the couples' minds. And now it is time to receive their son! As they catch their first glimpse of him, their emotions are beginning to show. Their dreams are ready to embrace reality. However, they are in for a BIG surprise. Again it is the message of how one needs to be prepared for life's uncertainties as things always do not turn out as planned. Starring Rajat Kapur, Mehroo Sheikh, Puneet Tejwani and American actress Lianne, the commercial has generated a lot of interest among target audience since its launch.