#Hello, Life. Hello Aviva! reflects new brand purpose: Anjali Malhotra

Malhotra, Chief Customer, Marketing and Digital Officer, Aviva India, talks about the vision and thought behind the campaign, market spends, strategy, key focus for 2020 and more

e4m by Nafisa Shaheen
Published: Feb 17, 2020 12:39 PM  | 5 min read
Anjali Malhotra

Aviva has launched a new brand campaign - #Hello, Life. Hello Aviva! - with a new purpose of “With you today for a better tomorrow”. The campaign aims to educate its customers to be prepared for tomorrow and have a plan that ‘let’s you live life’.

In an interaction with exchange4media, Anjali Malhotra, Chief Customer, Marketing and Digital Officer, Aviva India, spoke about the vision and thought behind the new campaign, campaign details – creative partners, market spends, strategy, key focus for 2020 and more.

Edited excerpts:

What is the idea behind #HelloLife, HelloAviva?

Today, everyone dreams big and makes their own plans for life, with ambitious goals and objectives. These goals could be around children, business, home, family or whatever matters most to them.  However, things don’t always go according to our plans. Many a times, life springs surprises - pleasant or unpleasant - and we are forced to take de-tours and accept them happily.  At Aviva, we have made it our purpose to help our customers greet life with a smile, at all times.  

Timely and prudent financial planning gives the confidence to face life head on, ready to take whatever it brings our way. The campaign #HelloLife,HelloAviva communicates a clear message that Aviva equips its customers to welcome life on all days – good and bad, and greet it with a smile, saying – #HelloLife! It flows from our new brand purpose, “With you today, for a better tomorrow” and emphasises that Aviva as a brand prepares you for the uncertainties that life may throw up tomorrow.  And that Aviva will have your back, come what may! Hence #Hello Life, Hello Aviva.

What was the initial thought and vision behind the campaign?

The insurance penetration in India continues to be one of the lowest globally, at sub 4%. This is mostly because people do not recognise the importance of insurance as a means to protect what’s important to them and their families.

The #HelloLife, HelloAviva is a reflection of the changing times we live in. As a society, we have moved from living in fear and insecurity, to living with ambition and achievement. The real emerging mindscape is one that is comfortable in one’s skin, accepting of life and so much more prepared to take things head on. Our #HelloLife campaign aims to resonate with this concurrent consumer “bring it on” attitude, as well as link the criticality of insurance plans with the fulfillment of our life goals, even if the tide turns in life.

Aviva believes that the idea of life insurance must resonate with positivity and confidence to help customers face life and its surprises with good, sound financial plans. #HelloLife,HelloAviva is our move towards helping people be prepared and financially secure. 

What are the innovative methods being used to leverage the campaign?

#HelloLife, HelloAviva is a multi-media campaign, rolled out nationally, specifically in the larger cities where we believe the consumers mindsets are ready to face life with a smile, come what may. The messaging was initiated through high impact front page ads in leading newspapers across the country. It is also audible on FM Radio and outdoor sites where the messaging content has been evolving to reflect the variety of financial planning needs of our customers.

Once the core theme was well explained, the campaign has evolved in phases to reflect different needs: savings and retirement, child education planning and even SME Insurance plans.  On the digital medium, the engagement rates of our content, especially video content has been fairly high, reflecting that customers have appreciated the messages. Our social media channels on Facebook, YouTube, Twitter and Instagram are flooded with positive feedback, since the message was relatable and easy to understand. We have also deployed influencer strategy to maximise reach, in addition to being on display networks and programmatic advertising. The video can also be seen on DTH platforms and OTT networks that are such a rage with consumers these days.  

What are the lookouts for 2020?

Fuelled by our purpose of “With you today, for a better tomorrow”, we strongly believe in standing by our customers in their hour of need.  We have already invested in many firsts in the Life Insurance category - the only platform that offers free and simple digital will writing services, a simple child education platform called Kid-o-Scope, a simplified SME financial planning tool called SME Assist. All these digital tools can be accessed easily by everyone on our website www.avivaindia.com. In order to simplify the complexity around Insurance, we have built an Alexa skill that replies to any question you may have with regards to complex jargon and/or Aviva’s customer plans. We use a digital first approach towards building propositions that the customers can access easily, since that is the new default way of living our lives.

As we look towards 2020, we intend to bring out even more customer-centric products and propositions that address the evolving needs of our customer segments. We were awarded the Most Trusted Private Life Insurance brand twice in a row and are recognised for the thought leadership and comforting ambience we offer to our customers.  We have also launched a series of service initiatives including My Aviva – a self-service portal where customers can manage their existing plans. We have also rolled out a 30 Minute Claim Settlement Decision Process, which is truly about being there in the moment of truth, when it truly matters. Ultimately it is about gaining trust that through our commitment to customers as we help them build a stronger and better future for themselves and their loved ones.

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