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State Farm’s spot shows why Indian parents know best

State Farm’s spot shows why Indian parents know best
September 06
10:43 2018

India Post News Service

NEW YORK: State Farm has released a new spot targeted to the growing Asian Indian market in the US. The spot was inspired by the relationship between driven, career-minded 30-somethings and their visiting parents. Aptly titled ‘Intuition’, it tells the funny yet relatable story of an Asian Indian family, and of how ignoring parental advice isn’t always the best idea. The commercial also features Anu, a real State Farm agent who is so close to them that she’s almost a part of the family. In addition to broadcast, the creative is running across all digital platforms with the intent of generating positive associations among the community.

Intuition takes the familiar story of parents-know-best and gives it a humorous Asian Indian cultural perspective. Anyone who has grown up with Indian parents is well aware of their powers of intuition, or “third eye”. Just like Jaya Bachchan in Kabhi Khushi Kabhi Gham, Indian mothers can “get a feeling” about when their children are coming to visit them. In the spot, State Farm honed in on this unique aspect of the Indian family dynamic and brought it to the levels of the uncanny. So when things go wrong, just like the parents predicted it would, State Farm agent Anu is there to help life go right.

“We are always looking for ways to build meaningful relationships with multicultural consumers through cultural insights,” said Ed Gold, Advertising Director, State Farm. “This creative work strikes a balance of providing information while recognizing and respecting cultural nuances.”

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