Tata AIA partners with comedians to educate about importance of life insurance

Tata AIA Life Insurance (Tata AIA) unveiled a campaign featuring Atul Khatri and Kenny Sebastian, two stand-up comedians.  The duo educates consumers about the importance and key benefits to avail when it comes to life insurance solutions. They also convey how Tata AIA Term insurance plans aim to protect consumers to enable them to lead a fikar-free life.

The brand believes that many consumers are aware of term insurance as a means to financial security, however many fail to take full advantage of such solutions, being unaware of the benefits, e.g. 40+ critical illness coverage or whole life cover (up to 100 years). Some consumers believe that term insurance goes waste if the policy holder survives the policy period.

What they don’t know is that some term insurance plans, including Tata AIA, return more than 100% of premium paid, when a policyholder survives the term insurance coverage period. Further, the brand believes that consumers are often poorly advised on how much coverage they need, to protect themselves and their loved ones, ending up with inadequate coverage (<10X of their annual income).

Commenting on the campaign, Girish Kalra, Chief Marketing Officer, Tata AIA Life Insurance, said, “At Tata AIA, we are committed to empower consumers and equip them with the right financial advice and insurance solutions. To communicate these important aspects, we thought of going unconventional and partnered with Atul Khatri and Kenny Sebestian, two outstanding names in the stand-up comedy world. We are sure that our campaign and consumer-centric life insurance solutions will enable our consumers to be ‘har waqt ke liye taiyaar’ and lead a ‘fikar-free’ life.”

The task of creating the campaign was entrusted to the digital marketing and advertising agency, Admatazz. 

Sharing his experience Yash Chandiramani, Founder and Chief Strategist, said, "We had an absolute blast conceptualising and executing this campaign. The brief was very clear and based on strong insights. We had to unlearn a lot of advertising for this campaign as the films had to be as native as possible. It's exciting to see a life insurance brand take a not-so-serious route in India and we are even more excited to be playing a part in it.”

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