Sahara India | Gabbar
Sahara India Life Insurance is the first purely Indian insurance company established in 2004 by Sahara Group.
Partnering with ______agency, the spot was written by _________, Pushi’s friend. The feel of the spot was extremely different from a conventional ‘advertisement.’
The character of Gabbar has been parodied numerous times over the years, but the approach taken by Pushi was to not make it loud. Pushi wanted the ad to feel real and hence the crew travelled to Lucknow to capture the hustle-bustle of a real-life location. The ad was shot in an office of an Arts College in Lucknow. The people seen in the background are real people.
The casting was very crucial for the main character. The lead actor was cast because he had an interesting face who could pull out the balance between someone who has a very regular office life and then shift to a humorous bit wherein you see his office, and reach an abandoned location to challenge Gabbar Singh as he says. “Gabbar bahar nikal.”
The interesting thing about the spot is that it is not product-centric advertising - the product is only revealed in the end with the tagline. “Atma Vishwas ki Nai Takat” which insinuates that his life insurance plan gives him enough guts to challenge the mighty Gabar Singh.
This advertising spot with its timeless humour went on to become hugely popular and continues to remain one of our favourite spots.
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