‘Safety hai toh sab hero’ is the latest peg taken by Bajaj Allianz Life Insurance to promote its latest offering – ‘Safe Plans’. A new TV campaign taking forward this peg is slated to break on February 5. The TVC has been conceptualised by TBWA. The central idea behind the campaign is that in these times of recession, one needs a safety for one’s investments.
Akshay Mehrotra, Head - Marketing & Corporate Communications, Bajaj Allianz Life Insurance Company, said, “The brief that we gave to TBWA was that considering the clutter and the market scenario, we wanted to stand out and make sure that we got the message across that we offer financial protection and safety of people. Our aim is to protect the financial risks properly.”
The new campaign features Manoj Pahwa and the concept is how a common man can transform into a hero and lead a fearless and carefree life. The common-man-turned-hero can do whatever he wishes to as ‘safety hai to sab hero’. Unlike the regular run of the mill insurance ads, which cash in on the fear factor and the uncertainties in life, this campaign has an assuring approach. It highlights the fact that with Bajaj Allianz Insurance ‘Safe Plans’, a customer is in safe hands. A common man will be able to face testing times and uncertainties more confidently and come out a winner.
Mehrotra added, “We are releasing a mass campaign, which will break on all entertainment and news channels. This campaign includes a TVC and BTL support like ground events and mailers.”
Rahul Sengupta, National Creative Director, TBWA, said, “It was a one-word brief that we got – ‘safety’. The message that was aim to get across is that if you have insurance protection, you can take any kind of risk in life.”