Bajaj Allianz grabbed everyone’s attention with its latest advertising innovation on child insurance plans, called ‘Groovy kids’, during the India-Australia ODI match played in Hyderabad on November 5, 2009. The media innovation showed a father-son duo take the campaign’s central idea into the field and breaks away from the clutter through an activity within the match, as opposed to a usual commercial break. The ad innovation was in two slots of 10 seconds each.
Elaborating on this endeavour, Akshay Mehrotra, Head - Marketing, Bajaj Allianz, said, “Bajaj Allianz constantly strives to innovate in its communications and the means of reaching out to its customers. The ‘Groovy kids’ innovation is a reiteration of this philosophy. Cricket is the best medium to reach out to our target audience, in addition to giving us the largest reach. This innovation is targeted at making parents react to the urgency of planning their child’s future. We feel cricket is one such interface where you can influence parents – especially fathers – the best. And so the key was to use innovation possibilities around cricket and create a direct touchpoint with the customers. Apart from the match in Hyderabad, we also placed our innovation during the Guwahati ODI on November 8.”
Mehrotra further said, “The campaign provokes parents to start planning their children’s education and future. Bajaj Allianz offers a host of insurance plans specifically suited to help parents plan their child’s higher education, marriage and provide funds for contingencies. Our Super Agent is the key custodian and friendly advisor, who provides excellent service and information to the customer for their future and insurance planning.”
This is being claimed as the first time that an insurance brand has taken the media innovation route to its product offering directly on to a platform as broad based as a cricket match. This innovation emanates from the thought of having a clutter-breaking message on the child plans in the crowded category of life insurance, within which the usual campaigns are aimed at directly pointing out the importance of planning for the future of one’s child.