Bharti AXA Life campaign shows the way to 'realise one's dream'

The campaign, conceptualised by Publicis, focuses on how an appropriate protection and investment plan can transform one's dreams to reality

BestMediaInfo Bureau | Mumbai | January 13, 2014

Click on image to the watch TVC

Bharti AXA Life Insurance has launched a new ad campaign around the theme 'Secure my Dream' for their flagship product Bharti AXA Life Secure Savings Plan. The campaign, conceptualised by Publicis, targets individuals who are planning for the changing life stage needs and are looking for financial instruments that assure them guaranteed returns, thereby enabling them to realise their dreams.

The film revolves around the disappointment one faces when the investments returns are less than what was expected resulting in compromises one is forced to make with regards to their dreams.

Saujanya Shrivastava, Chief Marketing Officer, Bharti AXA Life Insurance, said, “Consumers want to be prepared for different life stages that bring with them increased responsibilities. They want to invest in the appropriate financial tools that empower them to meet their financial goals and fulfil their dreams. Based on this consumer insight and extensive research, our new ad campaign portrays Bharti AXA Life's Secure Savings plan as an ideal product that offers up to 10 per cent guaranteed additions on cumulative base premiums paid. We are confident that our new campaign will resonate with our customers aspiring for 'Protection' and 'Savings' at every life stage.”

On the creative angle for the campaign, Bobby Pawar, Creative Head of Publicis, said, “People are not just expecting returns on their investments but are hoping to fulfil their dreams. Very often the returns do not live up to those expectations and that leads to disappointment. This has been brought alive in the TVC through a middle-aged couple who isn't looking at life as winding down but views it as a new innings, aspiring for new experiences and a chance to fulfil their unfinished dreams. In the film we have a lovely 50-something couple who were not able to have their big wedding. And they now want to fulfil their dream of a big fat wedding party on their 25th wedding anniversary but are left disappointed and shocked when they don't get what they had expected.”

The TVC goes on air today and will run for five weeks. It has been made in Marathi, Bengali, Tamil, Telugu and Kannada besides Hinglish. The campaign has a budget of Rs 11 crore. The campaign will also feature in radio, print, outdoor, on-gGround and digital

Taking the proposition forward, Bharti AXA Life also introduces a robust digital campaign called 'Securemydream.com'. It is a unique platform to enable customers to ascertain what it would take by way of investments to attain their dreams. Participants can log on to the website, www.securemydream.com, fill in their details and submit their dream and a tagline to go along with it. One lucky winner will get his/her dream fulfilled by Bharti AXA Life. A special jury has been set up by Bharti AXA Life to ascertain the winner.

Besides this, Bharti AXA Life will also fulfil other's dreams too. For every dream that is submitted on the website, Bharti AXA Life will donate Rs 10 to a charity that works towards the empowerment of women and girls from the marginalised sections of society and proceeds from the campaign will go towards the cause of their education.

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative Agency: Publicis

National Creative Director: Bobby Pawar

Production House: Love and Faith

Info@BestMediaInfo.com

Info@BestMediaInfo.com