Bharti AXA General Insurance’s campaign hilariously champions significance of insurance over superstitions

As a part of the campaign, Bharti AXA General Insurance has launched a digital series that highlights people’s belief in luck and superstition for protection of their health and assets over insurance which is a more viable solution

e4m by exchange4media Staff
Updated: Nov 7, 2017 12:46 PM

Bharti AXA General Insurance, the private general insurance joint venture between Bharti Enterprises and AXA announces the launch of its new digital campaign – “Luck pe bharosa chhodo aur Insurance se nata jodo”. As a part of the campaign, Bharti AXA General Insurance has launched a digital series that highlights people’s belief in luck and superstition for protection of their health and assets over insurance which is a more viable solution.

The narrative of the digital film is about Kauvve Ka maltyag - a revolutionary, fictitious product that enhances your luck however it eventually fails its users. With this new campaign, Bharti AXA General Insurance aims to spread awareness and drive conversation among the millennials that, relying only on your luck is not the smartest choice and one could go for insurance to ensure safety of assets and health.

While describing the concept, Upendra Namburi, Chief Innovation and Marketing Officer, Bharti AXA General Insurance said – “Each one strives and saves hard earned money to create assets for themselves. However, when it comes to assuring protection of these assets many Indians still believe in superstition and luck. Similarly, in case of health as well, not many protect themselves against unexpected medical emergencies, instead follow unreliable methods. With this insight and behavior, we have developed our new campaign that aims to educate the makers of tomorrow about the need and importance of asset and health protection. The campaign targets millennials of today who take a more balanced view towards life. At Bharti AXA General Insurance, customer-centricity is at the heart of evert initiative and we shall continue to develop innovative solutions and ideas to bring alive our offerings.

The campaign goes live on 2nd November and will be supported by interesting content and influencer partnerships along with on ground activities to engage with the audience. The brand, with this campaign, intends to strike a chord with the online generation in the age group of 22-40.

What would you use? An Insurance policy or #KauuveKaMaltyag?

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