Bajaj Allianz in strategic pact with Saif-starrer ‘Love Aaj Kal’

Bajaj Allianz in strategic pact with Saif-starrer ‘Love Aaj Kal’

Author | Qashish Chopra | Wednesday, Jul 22,2009 9:15 AM

Bajaj Allianz in strategic pact with Saif-starrer ‘Love Aaj Kal’

‘Jiyo Befikar’ is the message that actor Saif Ali Khan is conveying to people through the latest ‘Bajaj Allianz - Love Aaj Kal’ co-branded TV campaign-cum-contest. Bajaj Allianz has tied up with Saif and Deepika Padukone-starrer ‘Love Aaj Kal’ to spread the message of security and fearlessness. The campaign song has been penned by Gulzaar and sung by Sukhwinder. The music has been composed by Vishal Bharadwaj. The campaign has been conceptualised and ideated by P9, while the film has been produced by Illuminati Films, which is promoted by Saif Ali Khan and Dinesh Vijan.

The co-branded promo for Bajaj Allianz features several clips of ‘Jiyo Befikar’ moments from the film and is interspersed with the new Bajaj Allianz brand campaign. The background score of this commercial is that of the brand, which talks about being fearless in life. The film portrays unconditional love set in two different generations, relevant shots from the film depicting love and hope are taken and matched with the existing audio track to create a seamless co-branded commercial.

The ad is a contest ad and is open to everyone who would like to share their love stories by logging on to They can narrate their love stories, upload pictures of loved ones and even be eligible for the ‘Jiyo Befikar’ moments of the week, which entitles them to win loads of prizes and gifts.

Akshay Mehrotra’s Head - Marketing, Bajaj Allianz Life, explained, “The campaign has been about building the confidence with customers that life is protected with Bajaj Allianz. The association with ‘Love Aaj Kal’ helps us reach a mass association using the starcast and Bollywood. Also, our song has a higher recollection when put against celebs like Saif and Deepika. We hope our brand imagine strengthens with such associations.”

On the conceptualisation of the campaign, Pritie Jhadav, Head - Branding, P9, said, “The ad was conceptualised keeping in mind Bajaj Allianz’s campaign ‘Jiyo Befikar’, which highlights the fact that when you know there is some one to protect you, you can enjoy a carefree life ‘Jiyo Nidar’. In the film ‘Love Aaj Kal’ there is a comfort zone between Saif and Deepika and they epitomise how security can bring you happiness and comfort, which is the message Bajaj Allianz is looking to drive to its customers through its on-going campaign.”

She further said, “For this campaign, we have adopted print, TV, and online mediums for promotion. In addition to the contest driven promo, there is a half hour interactive AFP (Advertiser Funded Programme) that has been created, which will be aired on NDTV Imagine and Showbiz, The 30-minute content is with Saif and Deepika talking about the film and discussing their thoughts on fearless and carefree moments in the film and life.”

The main people behind the ad are Rashi Mohan and Lipika Choudhary, Creative Directors; Pritie Jadhav, Executive Producer; Megha Kakkad, Jesal Delivala and Ninad Bhalerao, Associate Directors.

The ad is currently running on 25 channels. The campaign will go on till the release of the film.

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