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Bajaj Allianz General Insurance launches #Care4Hockey campaign

The campaign will focus on empowering hockey at a grass root level in the country

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Bajaj Allianz General Insurance has launched the #Care4Hockey campaign that focuses on supporting the game of Hockey in the country. Rani Rampal, who is the captain of the Indian Women’s Hockey Team will be the face of this campaign.

They have further partnered with ‘OneThousand Hockey Legs’, a flagship project of an NGO - Hockey Citizen Group to provide support towards coaching, nutrition, and equipment to the children playing the sport. 

Under this initiative, every time a customer purchases a Bajaj Allianz General insurance policy a part of it will go towards contributing to the nutrition and equipment of the young players.

Tapan Singhel, MD and CEO, Bajaj Allianz General Insurance, said, “Bajaj Allianz General Insurance is a brand which resonates with care for people, passion to make a difference, and a spirit to lead the change. The ‘#Care4Hockey’ campaign is an attempt to take these brand values forward to support Hockey to not only make a mark in the world but also encourage more people to pursue their passion for this sport thereby keeping Hockey alive in India. I’m sure that this campaign, with the support from Rani Rampal and the One Thousand Hockey Legs project, will help take this message to the last mile and will encourage people to follow their ambition, break records and create history for our country.”

The campaign will mostly be promoted through digital channels. Singhel said, “I have been a strong believer of digital for quite some time. I personally also push for digital, when it comes to campaigns and when it comes to conveying ideas, as the main route.” He added they would be using other mediums like print and television supplementarily. 

Singhel added the mission of the campaign is to trigger a thought so more corporates come forward to start such initiatives. “Unless I don’t go to LinkedIn and post from my personal handle and my leaders don’t go and share it, we will not start a conversation about why it is important to look at the grassroot level and why ambitions of children should not be encouraged because infrastructure is not there.” 

Although the campaign is in place for a year, they might go ahead and extend it for a longer period if the results are good, Singhel added.

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