This is the first campaign by Bajaj Allianz that directly emphasizes the brand and not the products they offer. It highlights Bajaj Allianz’s promise to give you Hifaazat (loving protection) by enhancing your financial opportunities and protecting you and your family from all risks so you can live life to the fullest. This campaign also incorporates the new tagline – Bajaj Allianz Insurance, ‘Jiyo Befikar’ or ‘Live Carefree’.
This deliberate shift from functional communication to a more emotional communication based on real life situations, has been developed on the basis of various consumer insights and research. These insights clearly revealed that there is a need to create a much stronger connection with Bajaj Allianz’s target audience. Hence, the birth of Hifaazat and Jiyo Befikar – a campaign, which is slated to break on the weekend during the T20 World Cup.
“Bajaj Allianz touches over 15 million customers across age groups, geographies and income classes. We will to communicate to people that we are there to protect them. When they entrust their protection to Bajaj Allianz, we promise to give them ‘hifaazat’
He further added, “At Bajaj Allianz, we believe in staying by the consumers’ side at every stage of his life and this translates into our new positioning.”
Rajiv Sabnis, Executive Director of M&C Saatchi Communications elaborates, “Protection or Hifaazat is a human instinct. People want to instinctively protect their near and dear ones from harm’s way. This human insight is at the centre of the creative strategy. The film sensitively portrays the protective and hence carefree relationship between loved ones.”
The new brand television commercial conveys these emotions through real life situations of people living carefree because they are protected by their loved ones. Conceived by M&C Saatchi and shot by Dungarpur Films, this film’s lyrics have been composed by none other than Oscar winner Gulzar, while the music has been composed by Vishal Bharadwaj and the song is sung by Sukhwinder Singh.
Film credits:
Agency- M&C Saatchi- Parveez Shaikh, Hemant Sapre and Shaista Vaishnav
Director- Shivendra Singh
Producer- Dungarpur Films
Lyrics- Gulzar
Music- Vishal Bharadwaj
Singer- Sukhwinder Singh
Bajaj Allianz is also supporting the TVC with an interactive online campaign to engage consumers. You can subscribe to the action on the following links-
Orkut: http://www.orkut.co.in/
Facebook: http://www.facebook.com/
Twitter: http://twitter.com/
YouTube: http://www.youtube.com/
Flickr: http://www.flickr.com/
About Bajaj Allianz:
Bajaj Allianz is one of the leading Private Sector Life & General insurance companies in India. Bajaj Allianz is a union between Allianz SE, the world’s leading insurer and Bajaj Finserv Limited (recently demerged from Bajaj Auto Limited, one of India’s most respected names). Allianz SE is a leading insurance conglomerate globally and one of the largest asset managers in the world, managing assets worth over a Trillion Euros (over Rs. 55,00,000 crores).
