Following a multi-agency pitch, Bajaj Allianz has assigned its creative mandate to DDB India. The agency will handle the mainline and online businesses of the brand. The account size is pegged at Rs 60 crore. Rajiv Sabnis, President, DDB India, has confirmed the win to exchange4media.
Commenting on the win, Sabnis said, “For DDB India, this once again validates our belief in the idea of Open Collaboration – a collaborative structure and spirit that harnesses our collective creative energy and ensures fluidity in thinking and truly holistic creative business solutions. Bajaj Allianz is a powerful brand with a voracious appetite and a will to make it happen. We are honoured and delighted to partner them in this journey.”
The agency was invited to present their communication approach for Bajaj Allianz Insurance about a month ago. Sabnis refrained from divulging the names of the other agencies in the fray for the business, however, according to industry sources, besides DDB Mudra, Bates 141, PerceptH and Euro RSCG were also involved in the pitch.
Post the account win, DDB India is briefed to take the ‘Jiyo befikar’ brand campaign to its next logical level. Based on the brief, it is important to create more opportunities to sell insurance to the existing customer base of Bajaj Allianz and thus, this needs to be communicated well.
On appointing DDB India as its creative agency, Akshay Mehrotra, Head - Marketing & Corporate Communications, Bajaj Allianz Insurance, said, “In DDB India, we see people and partners who have a deep understanding and capability to provide integrated communication solutions that connect with customers across the country. We believe and hope this association will help brand Bajaj Allianz grow.”
Rajeev Raja, National Creative Director, DDB India, said, “It’s a fantastic win for us. And what makes it even more exciting is the fact that the campaign we presented has been approved as is and we are getting into its execution soon.”
Mike Follett, National Planning Head, DDB India, added here, “Insurance is an exciting and dynamic category, and as the role of the intermediary changes and the industry evolves, the role of collaborative communication becomes that much more challenging. Bajaj Allianz values the strategic planning process, human insights and the need for integration. We see an opportunity to create meaningful connections between people and the business.”
M&C Saatchi was the incumbent on the business. There is no change in the media mandate and Maxus India continues to be the media agency for Bajaj Allianz.
It may be recalled that in November 2008, Bajaj Allianz was bringing in agencies to handle some of its capital products on a project-wise basis even as it continued with its creative AOR TBWA\India then. First it brought on M&C Saatchi to work on its ‘Early Start Plan’ featuring Olympian Vijender Singh, and later PerceptH was roped in for the insurance company’s ‘Capital Shield’ product. Its creative duties were assigned to PerceptH on a project level for a period of 40 days.