Bajaj Allianz TVC underlines the 'guarantee' factor
The TVC by Grey is supported by nationwide street plays in tier and II towns
Neha Saraiya | Delhi | December 23, 2011
The current economic situation has generated a sense of uncertainty. It has created an environment where securing one's investment is of utmost importance. In this backdrop, a guaranteed plan with lower single premium investment is bound to be of interest. With this in mind, Bajaj Allianz has made an attempt to approach a segment with lower disposable income and limited knowledge of unit linked products. Through its new product, Bajaj Allianz wanted to inform the relevant TG about this unique product offering where one's investment is secured by a minimum guarantee of 200 per cent of the invested amount along with an upside potential.
To spread the message, a campaign by Grey has been unveiled that establishes a connect with people in Tier II and III towns.
Talking about the objective of the campaign, Rituraj Bhattacharya, Head of Product Development and Market Management at Bajaj Allianz Life Insurance, said, “We wanted to communicate the importance of guarantee and the benefits of the product – Guaranteed Maturity Insurance Plan (GMIP)) through a real-people-real-situation. The focus was to be on the middle income group in Tier 2 & 3 cities, and age group of 35-50 years.”
The TVC, which took nearly nine hours to shoot, opens on a young couple at a construction site. A frustrated and despairing husband mimics the broker, about his false promise of completion of their home in six months. Then, in the next scene, he shares his learning of trusting only 'guarantee'. The TVC ends with the Bajaj Allianz mascot, an animated man assuring consumers of the guarantee on their new product.
Besides the TVC, in order to create awareness about the plan, the agency has used the traditional medium of street plays to explain the insurance benefits of GMIP. The street plays are being conducted in over 200 towns across the country to educate the masses on the guarantee of 'double'. The street plays that talk about the importance of 'guarantee' amidst the uncertainties of the times, is performed by local professional and amateur theatre groups.
The TVC:
Credits:
Agency: Grey (Batey in India)
National Creative Directors: Amit Akali, Mallvika Mehra
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