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Bajaj Allianz’s ‘slice of life’ campaign for child insurance plans

29-October-2009
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Bajaj Allianz’s ‘slice of life’ campaign for child insurance plans

Bajaj Allianz has launched its latest advertising campaign on child insurance plans. The campaigns carry a realistic feel and drive home the message without beating around the bush. The outdoor campaign features children of their own employees. M&C Saatchi is the agency behind the campaign, while Parvez Shaikh is the Creative Director.

Elaborating on the campaign, Akshay Mehrotra, Head – Marketing, Bajaj Allianz, said, “The unique idea behind the campaign is direct communication. It focuses on direct messaging. Child plans maybe an inherent part of the category’s portfolio and the course of communication for many brands over time. What stands out for Bajaj Allianz is its treatment to the message. The new campaign asks parents a simple and honest question, put forth to them from their children – ‘Have you planned for my future?’ Parents are being awakened and reminded of a responsibility – to ensure their child’s future.”

This slice of life campaign emanates from the thought of having a clutter breaking message on the child plans in the crowded category of life insurance. Parents have to plan funds for critical stages in their children’s life – graduation, post-graduation, marriage and starting a business. The child would also feel love and concern in the financial support arranged through the wide range of children’s insurance policies taking the child from one milestone to another.

The campaign reinforces the fact that Bajaj Allianz genuinely believes in its ventures and demonstrates the level of involvement of the organisation as a whole in the same. In an effort to provide motivation to its employees, an internal drive at Bajaj Allianz was launched, whereby children of employees became real life endorsers of the child insurance plan in their outdoor campaign.

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