Bajaj Allianz Life Insurance is bringing in other agencies to handle some of its capital products on a project-wise basis even as it continues with its main agency TBWA/India. After M&C Saatchi’s campaign featuring Olympic medal winner Vijender Singh some time back, PerceptH has now come on board for yet another product.
M&C Saatchi had been roped in for Bajaj Allianz Life Insurance’s ‘Early Start Plan’. The agency had come up with an ad last month featuring Vijender Singh, who was signed on as brand ambassador for Bajaj Allianz Life Insurance in August 2008.
Now, PerceptH has been roped in for the insurance company’s ‘Capital Shield’ product. Its creative duties have been assigned to PerceptH on a project level for a period of 40 days. A TVC created by the agency broke last week, which doesn’t feature the Olympian.
Commenting on the account, Samarth Shrivastava, Associate Vice-President, PerceptH, said, “The mandate is to do a complete brand surround campaign for Capital Shield. We are involved in the conceptualisation, execution and deployment of the entire campaign.” He also shared with exchange4media that the total media billings were in the region of Rs 7crore.
Meanwhile, TBWA/India continues to be the Agency on Record (AoR) for Bajaj Allianz Life Insurance. When asked about the reason for roping in two new agencies, Akshay Mehrotra, Head - Marketing and Communications, Bajaj Allianz Life Insurance, replied, “We needed a fresh perspective on the brand. This apart, our advertising exposure had gone up considerably.”
On whether TBWA/India continued to be their AoR, he said, “Yes, of course. We are working on a few of our forthcoming products.” He further said that company did not have any plans to bring in more agencies.
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