Bajaj Allianz Life Insurance has rolled out a new campaign titled ‘Samjho Ho Gaya’, which is targeted at a younger audience the brand likes to call ‘life maximisers’.
“We are reaching out to the young Indians whom we identify as life maximisers, who are pursuing multiple life goals. They refuse to live a standard, ordinary life. Instead, they aspire for frequent and meaningful life goals,” said Chandramohan Mehra, Chief Marketing Officer, Bajaj Allianz Life Insurance.
The latest campaign signals the new philosophy of Bajaj Allianz Life of being the ‘enablers of life goals’. The company has been realigning its teams, products and services to showcase the positives of life insurance and be seen as a preferred investment solution when one plans for their life goals.
Speaking about the campaign and the thoughts behind it, Mehra said, “The campaign thought emanates from our belief that life insurance category is about “Living Benefits”. Defining our new brand essence, the core objective of the campaign is to express the brand purpose, i.e., to enable life goals of our customers so that they can live life to the fullest. Resonating with the new-age investors whom we identify as life maximisers, we aim to build engagement and start conversations around #LifeGoals in an insightful manner. Most importantly, through reconfiguration of key customer touch points, our aim is to make the Bajaj Allianz Life brand synonymous with authentic life goals enablers over a period of time.”
The brand has also associated with YouTube sensation Sahil Khattar for the campaign. In a video called #TheGraveyardofGoals, Khattar talks to millennials about their life goals and if they able to accomplish them.
On why they chose a YouTube star, Mehra said, “The idea was to fuel conversations around #LifeGoals in a manner that is relevant to our core target group and the medium of communication. It is one of the initiatives where customer stories are at the focal point of our communication. We anchored the narrative on Sahil Khattar, which best suited the desired communication style and tonality enabling an authentic and larger connect.”
While the campaign is an integrated media campaign comprising TV, outdoor, print, radio and digital, Mehra said the brand’s emphasis will be on digital. “Digital will be central to all our brand-building efforts. Given our core target group, leveraging digital insightfully will help us build high brand resonance and engagement,” Mehra said.
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