‘It pays to start anything early in life – be it a sport or an investment’, it this message that the latest campaign of Bajal Allianz Life Insurance seeks to convey, and the company has none other than Olympic Bronze medalist Vijender Singh to convey this message.
The Bajal Allianz Life Insurance TVC for its ‘Early Start Plan’ broke across channels on November 6. The creative agency behind the campaign is M&C Saatchi Communications, while Ramesh Deo Productions is the production house. The TVC has been directed by filmmaker Anand Iyer (Andy).
Akshay Mehrotra, Marketing Head, Bajaj Allianz Life Insurance, said, “The concept behind the TVC is that it is always beneficial to have an early start in life. That formed the brief that we gave to the agency. We asked the agency to come with an ad that would appeal to a younger target audience in the 28-33 age group.”
Rajiv Sabnis, Executive Director, M&C Saatchi, said, “The concept behind the TVC is that young people are not buying insurance early on in life. They wait till their late thirties and forties to make a life insurance investment. Bajaj Allianz wanted to persuade young adults to invest early in life insurance. Coincidentally, the client had also signed on Vijender Singh, the Olympic boxing medal winner, as their youth icon. Our challenge was to ensure that we connected with the youth through Vijender and persuaded them to invest in life insurance.”
The TVC features Vijender Singh at different stages of life (as a baby making punching gestures from his cradle, as a kid at the local Ram Leela punching the kid acting as Ravana, as a teenager punching the dough for chappatis instead of kneading it, and then finally at the boxing ring). In all the stages, he is showed as starting boxing early in life and that’s how he finally achieves his goal and becomes a successful boxer.
“The central idea here is it pays to start anything early in life, be it a sport or an investment,” Sabnis said, adding, “The campaign is a 360-degree initiative, which includes print, OOH, Internet, radio and BTL activities.”