Tata AIA unveils new brand positioning 'Har Waqt Ke Liye Taiyaar'

Tata AIA Life Insurance (Tata AIA) has launched its new brand positioning theme ‘Har Waqt Ke Liye Taiyaar’.

The brand said that the new theme highlights its focus on partnering with its consumers through diverse solutions and enabling them to lead a fikar-free life.

The new positioning expands the brand’s focus on protection, effectively conveyed by the earlier theme of ‘Rakshakaran Ki Reet’. 

The new positioning was finalised after multiple consumer research exercises that captured the macro trends as well as targeted surveys to gauge response to specific positioning options developed.

‘Har Waqt Ke Liye Taiyaar’ stood out as the preferred choice for most of the consumers across geographies, genders, age groups etc.

‘Har Waqt Ke Liye Taiyaar’ has been crafted in Hinglish and six other languages.

To deliver this new brand theme, Tata AIA invited creative ideas from multiple agencies, eventually shortlisting the creative approach shared by Ogilvy India.

The campaign centres around its brand ambassador and athlete Neeraj Chopra. In an unusual storyline, Neeraj is seen in multiple avatars of Fortune Tellers. They are ranting about losing business since consumers are now fikar-free about their future with Tata AIA Life Insurance solutions. The creative has a tone of humour to it and conveys the brand’s message of empowering its consumers to be always prepared and fulfil their aspirations, while Tata AIA has their back. A consumer survey conducted post-release of the campaign shows 96% of the 500 respondents really liked/ loved the campaign's creative and messaging.

To promote the new brand theme campaign, TATA AIA has taken a multimedia approach focusing on OTT, TV and music Apps.

The brand has tied up with Disney Hotstar and will be displaying the campaign creatives more than 500 million times during the India-played matches as well Semi-finals and finals of the ICC Men’s Cricket World Cup 2023.

The campaign will also be telecast on 25 TV News channels in 7 languages across 14,000+ ad spots spread over a period of 45 days. Additionally, the brand has also allied with Jio Saavn for video ads to be played with song lists.

Girish Kalra, Chief Marketing Officer, Tata AIA, said, “‘Har Waqt Ke Liye Taiyaar’ is a clear, impactful and inspiring theme that effectively communicates our focus on partnering with our consumers, enabling them to lead a fikar-free life. It resonates with our endeavour to offer innovative insurance, wealth creation, wellness and retirement solutions coupled with ‘best in class’ service to our consumers, always.”

Kalra added, “The creative is quite unique since it showcases our Brand Ambassador, Neeraj Chopra, in ‘never seen before’ avatar. Our association with Neeraj over the last 2 years has been very exciting and fulfilling for both partners. We are committed to building on this further in the years to come. He is an inspirational personality, rooted in his behaviour and an amazing human being.”

Sukesh Nayak, CCO, Ogilvy India added, “Tata AIA’s unique offerings are designed to keep people ‘Har Waqt Ke Liye Taiyaar’. Building on this platform, the campaign takes a tongue-in-cheek view of how fortune-tellers would react to a world in which everyone is fikar-free for their future - thanks to TATA AIA's life insurance plans. And who better to bring this alive than an elite athlete like Neeraj Chopra for whom being prepared makes all the difference? The country has time and again seen Neeraj's talent with the javelin, but in this campaign, we hope his masterful acting - pulling off 4 different avatars, will wow audiences."

The film -

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