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Grey Helps Bharti AXA Redefine Life Insurance

Creates a new TVC for new brand positioning which went on air along with launch of Bigg Boss–4; watch the TVC here.

Hitesh Ranot | Delhi | October 20, 2010

Bharti AXA Life Insurance, the private life insurance joint venture between Bharti Enterprises and AXA, world leader in financial protection, have launched its new brand positioning “Jeevan Suraksha Ka Naya Nazariya” (Redefining Life Insurance) and have developed a new TVC that went on air along with launch of Bigg Boss – 4. The launch is spearheaded by the first proof-point of a service guarantee of “Release of Fund Value within 48 hours” of receiving a claim intimation.

The campaign is conceptualized by GREY Mumbai.


Hari Krishnan, Vice President & Branch Head, Grey Mumbai said, “Within the category of Life Insurance, the products and promises are surprisingly similar from retirement plans to child plans to whatever else there is. As far as the emotional benefits go, again it’s mostly about the glorious post-retirement life or protecting the child’s bright future. In that context, here’s a product that truly differentiates itself. The task for us was in that sense, was simplified by the power of the product idea. Our insight stemmed from the high amount of skepticism with which consumers looked at products and promises, and how Bharti AXA is an agent of change in this world of ‘conditions apply.”

Rohit Malkani, ECD, GREY Mumbai said, “Seldom has a brand in this category actually put its money where its mouth is. This was particularly exciting for us. The “Release of Fund Value within 48 hours” is the first of Bharti AXA’s proof-points, and we felt the best way to bring it to life was to context it in a real situation. The creative idea driven from the insight was- “why should your loved ones wait, for what is rightfully theirs”. And then our youngest writer Anuradha came up with a powerful yet real story that best brought alive this insight. It is a not just a story well told but a situation that will draw instant empathy and strike a deep emotional chord with the consumer“.

An integrated national multi media campaign has been rolled out to communicate the new brand positioning, which includes Television, Print, Outdoor and Digital.

National Creative Heads: Amit Akali and Malvika Mehra

Creative Team: Rohit Malkani, Vijay Subramani, Amol Ghotkar, Anuradha Roy and Rucha Prabhune

Account Management: Hari Krishnan, Vineet Singh, Ajey Shetty and Poulami Dutta

Account Planning: Sagnik Ghosh

Director: Milind Dhaimade of Equinox films

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