Bharti AXA Life Insurance’s latest digital campaign ‘DaroNahiKaro’ revolves around relationships and aims at motivating people to live a stress-free life by overcoming their fears and getting their loved ones insured.
With family’s protection being the mainstay for individuals to opt for insurance, Jitin Paul, CMO, Bharti AXA Life Insurance explained the insight behind the campaign.“Every time we try and look at fresh perspectives in the field of protection and this time we decided to highlight the point why consumers should look at insurance. According to a Nielsen study which comes out every year, the top trigger for somebody to pick up insurance is protection, followed by savings. So if protection is the tipping point in this category, we realised that it largely revolves around a sense of responsibility, concern, and in some cases, fear. We feel fear is a big motivator, it gets you out of your comfort zone and when you are accosted by fear, people have various ways of approaching it. Typically it is the ‘Fight of Light’ mentality which people display and when you decide to take control of it, you actually progress.”
He cited, “So buying an insurance is just one such step, to mitigate the fear once you have a policy, at least the part of what will happen if something happens, gets sorted. Therefore, we kept the hashtag to #DaroNahiKaro which is basically, don’t get embroiled in this stress and tension, instead do something.”
Paul further spoke about the reason for keeping their latest campaign only on the digital platform, the mediums which work best for the brand, their target audience and the kind of competition with which they are currently grappling with.
Why have you kept this campaign only on the digital platform?
There are enough indications for us to say that a lot of consumption of content and true viewing happens on digital. In fact, the day we put up any content, that very evening, we get to know, if it is working for us or not. So digital is where the consumer is actually looking at the undercurrents of what you want to say. No doubt, large part of the advertising is also about talking about you products and services and being devoid of that, is not something which helps the brand. But in the case of social or digital, there is a lot of scope for you to story-tell which is purely coming from the intent of telling people, who we are, as compared to what we do. So on social, we have always done content, which is not about product and services, but largely to have a positive association with the brand.
Your latest campaign talks about fear, while other players in this category are trying to do away with fear and talking about death. How come you decided to go back to the basics?
It was actually more to do with reality than with basics. I believe that on digital, typical advertising won’t work. We didn’t want to keep it in the area of a dreamland. Happy family, shining faces was great for one time, the consumer eventually sees through it. You have to start telling real stories now and we found that fear actually is at the centre of the protection category.
As a brand, you are concentrating a lot on the digital medium. But in terms of the return, which platform works better for you?
TV works better for us and the main reason is insurance is a mass category and monies are not unlimited for anyone. Media logic tells me that Cost per Thousand or the CPT parameter is the lowest in TV. So television automatically becomes the lead medium because print is frightfully expensive on CPT, radio is still okay, but it has a space of its own and it is not as engaging as audio visual. As support mediums, we used to have outdoors, which we are slowly replacing with digital.
Who is mainly the target audience for the brand?
We are now in fact, moving into the younger set of consumers; there was a time, when the core audience was focussed in between the (age group of 32-44). But now we are going back and asking is there something in the age group of (25-32 years)? Also a large part of this audience is on the digital platform and they are even driving the e-commerce growth. According to a report published by Google, 17% of the entire financial service category is online and insurance is a large chunk of it. It means my buyer is there, so there is enough reason for me to be there as well.
You have launched the campaign during the festive season; do people actually buy insurance during this time?
I will be frank that there is actually no huge co-relation to this; this campaign will be there for the entire October and we will be again coming up with a new campaign sometime in January next year. Actually on digital, you need to be present throughout the year and tell stories to people. Therefore, we always ensure that there are either three to four posts which are usually topical or in audio visual format goes out from our page in a week. Otherwise in a high velocity medium like this, you have to rebuild the relationship between the customer and the brand. So we want to be there, throughout the year and tell different stories which will only enhance the personality of the brand.
What is the kind of competition you are facing from other players in this category?
There is competition in capability and innovation; there are some brands which are doing some really path-breaking work in technological platforms. They are providing platforms for conversations about insurance and are also looking at easing the e-commerce process for consumers. It is eventually going to get more and more cluttered and those who can tell their stories in an innovative way will get noticed. So competition for us is more in the field of technology and innovation and not so much within the space of content.