Bajaj Allianz’s new brand campaign – “The one thing I have learnt” – is based on the premise: Bajaj Allianz is an organisation that ‘learns from its customers’ and gives them solutions for a carefree life. The campaign features real life protagonists sharing real life learning in the warm glow of intimate and endearingly dramatised situations. Bajaj Allianz sees itself as an aggregator of knowledge and believes in developing products that have real life insights at the core. It is this unique approach to creating insurance products that the company believes has shaped its expertise and made it one of the most respected brand names in India.
Rituraj Bhattacharjee, Head - Market Management, Bajaj Allianz, elaborated, “The campaign is based on a simple philosophy of our existence – We all learn as we live. In the course of our 10-year celebrations, we had asked our customers and employees to share the ‘one thing’ they have learnt that can make lives worry-free. They shared numerous learning and we realised that we have unconsciously been tapping into this reserve of knowledge over the years to make some of our products. So we decided to have a new campaign which highlights these little lessons in life that have helped us serve our customers better and helped them give up their worries.”
The campaign showcases various situations where customers have given up worrying and is neatly captured in two situations like being caught in a traffic jam and helplessness without the support of loved ones.
In addition to the TV commercial, Bajaj Allianz also initiated an allied campaign in social media vehicles like Facebook and Twitter. The social media campaign invites people to share their worries in day-to-day life, titled “What worries Indians?” An on-ground activity is also planned in its offices by creating de-stress zones to ensure worry-free life.
The campaign has been released in various channels and other media. The TV commercial has been conceptualised by Bates, a Grey Group company, and produced by Lakotee Films.
Executive Creative Directors: Rohit Malkani, Karan Rawat
Team: Bhavesh Kosambia, Sachin Kamat, Ankit Pandya, Surendra Gohey, Gaurang Divecha, Sujala Martis, Megha Khanna, Kunal Bhat, Arindam Sarkar and Neha Bansal