M&C Saatchi has conceptualised the first brand campaign focusing on Brand Bajaj Allianz and not the products that they offer. This is a deliberate shift from a functional communication to a more emotional communication based on real life situations. The TVC breaks on June 6 during the T20 matches on Doordarshan and other GECs.
The campaign has been developed on the basis of various consumer insights, which clearly revealed that there is a need to create a much stronger connection with the target audience. Rajiv Sabnis, Executive Director, M&C Saatchi, said, “The basic message behind campaign is when you have someone loving to protect you, then you can live life carefree.”
He added, “The brief that we got from Bajaj Allianz was to ensure that the brand made a strong connection with its customers and future prospects. Bajaj Allianz covers the length and breadth of the country, touching millions of lives with their services in the insurance domain.”
The TVC features montages of a little boy jumping off a rock only to be caught by his father; a woman having a carefree ride while securely tied to her husband; a group of youngsters enjoying their swim even as their pet dog guards their belongings; a girl with a fractured foot enjoying a fun ride on her wheelchair pushed by her father; an elderly man enjoying para-gliding along with his instructor… All through there are supers highlighting various insurance plans offered by Bajaj Allianz. The ad ends with the animated Bajaj Allianz ‘Super Agent’ assuring, “Apni hifaazat hum pe saump kar, jiyo nidar, jiyo befikar.”
“The thought process behind the TVC is that protection is a very basic human instinct. We instinctively protect our near and dear ones. We have taken slices of life and shown instinctive protection between people who are closely related. It is equated with kind of protection you get when insured with Bajaj Allianz, which allows you to live your life carefree and fearlessly,” Sabnis explained.
Akshay Mehrotra, Head - Marketing, Bajaj Allianz Life Insurance, said, “The basic concept behind the TVC is that you can be safe when there is someone to protect you. The basic message is live life carefree with Bajaj Allianz.”
Mehrotra further said, “It is a 360 degree initiative, which includes print, TVC, OOH, the Internet and BTL activities.”