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Bajaj Allianz launches new ‘Retire Rich’ campaign

Conceptualized by Batey, a Grey Group company, the campaign positions CashRich plan as an effective retirement planning solution

BestMediaInfo Bureau | Delhi | March 22, 2012

Bajaj Allianz Life Insurance has launched a new marketing campaign called ‘Retire Rich’. The campaign aims at triggering the thought amongst young adults to plan for the golden years of their life. The TVC is based on the concept that “desires don’t stop, but income does”, which is where a good retirement solution can help one live worry free, irrespective of the age, income or aspiration.

Rituraj Bhattacharjee, Head-Market Management, Bajaj Allianz Life Insurance said, “We have observed that most young adults in the age group of 30-35 years are too consumed by their everyday lives and do not pay heed to the importance of planning for their retirement. However, that is the right time to start saving for the golden years when although income may become limited or stop all together, but aspirations would continue. This is the insight that our new TVC aims at conveying. The TVC also offers an answer in the form of a unique endowment cum money-back plan CashRich which gives cashbacks at three regular intervals and can be used as an effective retirement solution”

The Retire Rich campaign has been released in varius television channels, outdoor media, print as well as online media. The TV commercial has been conceptualized by Batey, a Grey Group company directed by Shirsha Guha Thakurta and produced by Native Films.

The TVC:



Executive Creative Director - Vishnu Srivatsav

Assistant Creative Director – Ankit Pandya, Surendra Gohey

Sr Copy writer – Gaurang Divecha

Art Director: Pradnya Raut

Account mgt team: Sujala Martis, Apurva Shah

Planning team: Arindam Sarkar

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