Grey takes new Bharti AXA plan to young Indians
The campaign would run for six weeks across various media
BestMediaInfo Bureau | Delhi | June 4, 2012
Bharti AXA Life has introduced the 'Young India Plan' insurance plan which is a truly flexible insurance plan. A traditional money back plan, it times the release of monies with critical milestones in the life of the insurance seeker, like marriage and child birth. Besides, the policy also increased the sum assured (automatically) to cope with the added responsibilities. While most insurance policies target slightly older people, this plan focuses on young Indians. The challenge set forth by the product, thus, was to communicate these features in an interesting, memorable manner.
The communication, devised by Grey India, stemmed from the basic premise 'Why should your insurance plan or policy decide the date of your happiness?' Explaining the rationale behind the communication strategy, Vijaykumar Subramani, Creative Director (Writer), Grey India, said, “We decided to look beyond the conventional age bracket of 30-45-year-olds that most insurance companies focus on and went for the younger set of 25-45-year-olds. We used the insight that at this age, several lifestyle choices compete with limited income. In this battle of choices, important decisions get postponed.”
The Young India Plan would be using the media mix including TV, radio, on-ground activation and outdoor in a 85:5:5:5 ratio. The campaign would run for six weeks across various media.
The TVC :
Credits:
National Creative Directors: Amit Akali, Malvika Mehra
Sr. Executive Creative Director: Rohit Malkani
Executive Creative Director: Karan Rawat
Creative Director (Writer): Vijaykumar Subramani
Branch Head: Kaizad Pardiwalla
AVP - Client Servicing: Vineet Singh
Account Management: Ajey Shetty, Anand Ashar, Karishma Yadav
Film: Manjula Moses, Samir Chadha