Bajaj Allianz Life, a private life insurer, had unveiled a survey on India’s Life Goals Preparedness Survey earlier this year. Taking on from one of the key findings on millennials looking for early retirement, the company unveiled a campaign targeted at the younger customer segment.
42% millennials from across India consider retirement as their life goal, and interestingly 60% are looking to fulfil their goals with life insurance products. Translating this insight into business, Bajaj Allianz Life unveiled a 360-degree campaign that yet again breaks a stereotypical mindset. This time around Bajaj Allianz Life is focusing on driving home the message that retirement need not happen later in one’s career, but can happen anytime. All they need is a bit of planning. #EarlyRetirement goals can be achieved is the key message of the entire campaign.
Chandramohan Mehra, Chief Marketing Officer, Bajaj Allianz Life, said, “Life Maximiser, the new-age Indian consumer, wants to pursue passion goals, family goals, health goals or giving-back-to-society goals during a pre-defined time horizon. To tap into an enormous existing retirement market opportunity, the campaign leverages the popular sentiment about early retirement life goal, echoed by Life Maximisers, to strike brand resonance and influence financial planning with our value-packed solutions.”
The campaign opens with the statement many millennials have heard or have surely dreamt of hearing from their peers/colleagues/friends: is this your age to retire (Yeh bhi koi umar hai retire hone ki)? Opening to an office farewell party, the young protagonist takes it away from there insisting that now is the best time to retire as he doesn’t want to wait for tomorrow and jeena hai today! The video then goes on to show varied scenarios the protagonist can live, including pursuing his dream vocations as well as taking care of his family, health and all other aspects of life. All this is accompanied by foot-tapping music. The treatment of the campaign is young and trendy and surely makes the viewers swing a bit. Keeping to their signature style, Bajaj Allianz Life has yet again provided a campaign unlike any other seen within the life insurance sector.
Under the #EarlyRetirement, Bajaj Allianz Life is showcasing this campaign across leading TV channels and will support it with a strong outreach on radio, outdoor and digital platforms. The company also ties in some of its powerful retirement products to the campaign viz: new-age ULIP - Bajaj Allianz Life LongLife Goal, the monthly income endowment plan - Bajaj Allianz Life Income Assure and the guaranteed monthly income - Bajaj Allianz Life Guaranteed Income Goal.