Prudential takes personal tack for MyChild

<P>Prudential's latest advertising campaign, for its MyChild suite of insurance products, opts for a more personal tack in more ways than one - the TVC features Ogilvy & Mather Singapore executive creative director Sonal Dabral's baby son as the lead talent.</P> <P>The first campaign since Ogilvy won the business from incumbent Leo Burnett Malaysia, the new Prudential drive aims to build awareness of the MyChild sub-brand, which houses a range of products aimed specifically at young parents. </P> <P>According to Abhishek Bhatia, director of marketing, brand and communication at Prudential Assurance Malaysia, the country's demographic realities point to high growth in this product segment. One third its population is aged under 14.</P> <P>"Needless to say, all these kids should have a children's plan to safeguard their education," said Bhatia.<BR>The campaign TVC derivesfrom home footage of Dabral's son when he was first born, and details the aspirations a father has for his son, along with a tagline 'The future is waiting my child, and I promise you it's going to be a great one.'</P> <P>Dabral presented the video during the Prudential pitch two months ago, in the belief it might be reproduced for the TVC. However, Bhatia opted to keep the original footage, explaining that it could not be improved<BR>"Most of the messages in the insurance category are very rational; it's surprising that no financial institution really owns the hearts of parents, so it gives us an opportunity to do that," added Bhatia.</P>