Aviva Life Insurance, the private insurance company, has launched a new brand campaign Hello, Life. Hello, Aviva. The campaign reaches out to everyone with the message to welcome life with all its surprises, detours and challenges.
The campaign emanates from Aviva India’s new brand purpose, i.e., “With you today, for a better tomorrow” and emphasises the fact that Aviva enables customers to be prepared for a better, brighter and more prosperous future. The company reassures customers that as a trusted partner, Aviva stands with them in their time of need.
According to the FY18 annual report by Insurance Regulatory and Development Authority (IRDA), at 3.69%, the insurance penetration in India continues to be one of the lowest globally.
Hello Aviva engages with millennials to help them understand the purpose of life insurance cover and, thus to help them start their financial journey. The campaign is aimed at inspiring people to have a good financial plan in order to make every kind of dream a reality, whether it is a child’s education or marriage, one’s own retirement or aged parents’ security, or even growing one’s own business and more.
Anjali Malhotra Chief Customer, Marketing, Digital and IT Officer, Aviva Life Insurance said, “Aviva India has always brought a fresh perspective towards life insurance. We believe that the idea of life insurance must resonate with positivity and confidence to help customers face life and its surprises with good, sound financial plans. Hello, Life. Hello, Aviva is our endeavour to trigger this important, but oft-ignored thought among millennials. This campaign will help them recognise the significance of starting their financial journey at whatever stage of life they may be at, as they say Hello to Life and to Aviva.”
The 360-degree campaign has been conceptualised and created in partnership with Creativeland Asia, the on-record creative agency for Aviva India. So far, the campaign has witnessed on Aviva’s owned social media channels, i.e., Facebook, YouTube, Twitter and Instagram along with OOH and radio, etc.