Bharti AXA Life, a joint venture between Bharti Enterprises and AXA, has announced the launch of its integrated campaign as part of the brand's #DoTheSmartThing proposition.
The multimedia campaign conceptualised by L&K Saatchi & Saatchi, which features brand ambassador Vidya Balan, aims to simplify insurance and provide Indians with a smarter choice in value, products, and services when selecting the right insurance cover. It will engage with audiences across multiple mediums, including television, digital, and social media.
Along with the launch of the new integrated campaign, Bharti AXA Life has also unveiled its new sonic identity that resonates with the brand’s characteristic of being future-ready.
Last year, Bharti AXA Life unveiled its new purpose, ‘in a complicated world, we make insurance simple’. The latest campaign is centred on how the company delivers on its purpose and helps customers #DoTheSmartThing. It is designed in a multilingual format and aims to engage audiences through content in Hinglish, Marathi, Bengali, Tamil, Telugu, Kannada, and Odia.
The brand’s sonic identity tune reflects its identity, characteristics and is an extension of its personality. The tune is crafted to deliver an exclusive auditory experience and drive recall for Bharti AXA Life across stakeholder segments including the customers, employees, partners, etc. The sonic identity will be leveraged for all brand assets, transactions, customer caller tunes, ringtones, etc.
The campaign kicks off with the launch of four TVCs directed by Rajesh Saathi, each focused on the company’s unique offerings and services. The narrative of the campaign comes from Bharti AXA Life’s purpose statement. It emerges from the consumer insight and growing trend of audiences seeking instant solutions, ease of access, and convenience in all spheres of life.
This is also reflected in their preferences for financial brands and insurance. Recognising this behavioural trend, Bharti AXA Life has adapted and designed solutions to meet evolving consumer expectations, as well as developed innovative products and services for today’s generation.
Insurance policies have traditionally been synonymous with documentation and locating policy details can often be cumbersome. To address this, the company has launched the QR code-based card which provides a policy summary with key policy details. Taking a light-hearted spin on this, one of the TVCs opens with a protagonist rummaging through the papers and boxes strewn across his living room.
Vidya Balan then enters the room and learns that he is trying to locate insurance policy papers. She then introduces him to Bharti AXA Life Insurance’s QR Code-based simplified policy summary which offers access to the insurance policy summary in a hassle-free manner and is available anytime, anywhere. It highlights how the company simplifies life insurance ownership and comprehension in a paperless manner.
The other TVCs highlight the company’s offerings including 24X7 WhatsApp support, one-day claim settlement* for non-early claims (after receipt of all documents), and Guaranteed Wealth Pro plan.
Parag Raja, CEO – Bharti AXA Life, said, “We are thrilled to kick-start the campaign and unveil our integrated brand campaign with our new musical brand identity. We believe that simplifying insurance can in-turn lead to greater insurance penetration in the country. Our campaign highlights how we help customers make smart-er choices by delivering convenient solutions. The acceleration of digitalisation in the last two years has underscored the need for delivering seamless and hassle-free solutions. One of the TVCs showcase how we have introduced an industry-first, QR code-based smart card, which is a breakthrough for not just customers, but for us as a company as well. We are excited to have Vidya on board for this campaign and will continue to strengthen customer engagements through strategic brand initiatives across touchpoints.
Geetanjali Kothari, Head of Marketing, Bharti AXA Life, added, “Bharti AXA Life is dedicated to making life insurance simple for customers and championing smarter financial decisions. The integrated campaign creatively showcases our innovative solutions that help deliver on our brand promise. It captures the key customer challenges and requirements pertaining to insurance, and then weaves in our core offerings that bridge critical need gaps. This narrative is brought to life by Vidya in the TVCs and campaign imagery. In a quirky and light-hearted manner, the campaign celebrates how our brand is future-ready. We aim to build greater brand resonance through the campaign and the new signature tune.”
Kartik Smetacek, Jt NCD, L&K Saatchi and Saatchi, said, “Bharti AXA Life’s new credo ‘Do the Smart Thing’ is the brand’s provocation to its audience to reassess their insurance choices. And who better than Vidya Balan, a woman who epitomises smartness, to put across the bouquet of innovations in a sharp, relevant way. The campaign also introduces the brand’s new sonic identity. A signature tune that is uptempo and optimistic, setting the brand apart from the category.”