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The young scholar plan ad by aviva is the kind that will make others to go "why did we not think of it"!!!! Very simple but very deep and thought provoking. 

Aviva until now was trying to sell the idea of being prepared for the changing needs of a childs future. The spotlight was on them. With this ad the focus shifts to what is right.  

"you need to study, what will u become if you dont study" - is what every parent tells their kids. This ad must appeal to all of them. We have been groomed to think, and have grown up to realize the importance of good education. The biggest risk for a common man is one of no job-no income, education is one thing that can best cover that risk by opening up opportunities. 

Aviva does well in highlighting this to get prospects thinking. Definitely comes out as someone wise giving advice. Someone I should pay heed to.  The others in comparison now seem over-ambitious and driven by desire rather than wisdom. Between desire and wisdom who should I trust my money with.