Bajaj Allianz seeks to get the nay-sayers into its fold

Bajaj Allianz seeks to get the nay-sayers into its fold

Author | Pallavi Goorha | Friday, Oct 03,2008 8:58 AM

Bajaj Allianz seeks to get the nay-sayers into its fold

How many times have you said “No thank you” when an insurance agent called on you? To address the “I don’t need insurance” stance of most people, Bajaj Allianz Life Insurance has launched a new campaign that instead of pushing a particular scheme simply states that whenever one needs an insurance, Bajaj Allianz is just a call away.

Conceptualised by TBWA\India, the TV campaign is aimed to reach out to the broad mass customer base and has broken across GEC, news, movie and regional channels. With offices in over 1,000 cities across the country, Bajaj Allianz Life Insurance offers insurance and investment solutions to masses from every section of the society.

Akshay Mehrotra, Head - Marketing and Corporate Communications, Bajaj Allianz Life Insurance, said, “The brief given to the agency was that the film needs to portray people’s complacency/ lethargy towards insurance category with a perennial “I don’t need insurance yet” mindset. The film accepts the problem, which insurance agents face everyday in the market today (doors getting slammed in their faces). The agency needed to come up with a communication that helped open doors for the Bajaj Allianz Super Agent.”

“The film creates empathy for agents who tirelessly try to persuade people to buy insurance and hopefully creates a bit of an opportunity for the agent to make roads into customers’ homes,” Mehrotra added.

Madan Mohan, COO, West, TBWA, said, “The brief we got from Bajaj Allianz was to provide a platform to make the brand more accessible to the consumer, and also to try and provide information about the spread of products/ services that Bajaj Allianz offers to the consumer, leading to most opening doors for the agents.”

The advertisement shows the Bajaj Allianz Super Agent interacting with people at various locations – a man watering plants in his garden, a lady walking her child to school, a family sitting together, a group of young executives, a CEO of a company – all give their own reasons for not requiring any insurance. The Super Agent instead of pushing the products to reluctant people says while one might no require any insurance now, whenever the need arose, the Bajaj Allianz Super Agent was just a call away.

Mohan explained, “The basic message we have tried to convey through the TVC is the insight that we had – ‘Buying insurance is not the highest priority for consumers, they look for excuses to either postpone it or not purchase insurance’. The agent normally is at the receiving end if this.”

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