Tata AIA ties the knot with quirky billboards outside wedding related shops

This campaign strategically positions billboards outside wedding-related establishments such as clothing and jewelry stores, encouraging couples to contemplate their future as they embark on married life

BestMediaInfo Bureau
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Delhi: Weddings in India are more than an event. On the one hand, they are the beginning of a relationship filled with joy, laughter, and love. On the other hand, they are a pledge to protect and care for one another. In recognition of this  milestone, Tata AIA Life Insurance Company (Tata AIA) has launched a new campaign titled “Karlo Shaadi Ki Poori Taiyaari."

Through tongue-in-check humour, the campaign relates the excitement pertaining to shopping for one’s wedding and the importance of comprehensive financial planning with life insurance.

The campaign released  select OOH hoardings, limited in numbers with their smart placement (e.g. next to a jewelry shop brand or wedding suit brand).

Explaining the thought behind the campaign, Girish Kalra, Chief Marketing Officer, Tata AIA Life Insurance, said, “Marriage is an auspicious event that marks the beginning of an exciting chapter in one’s life. It also means the need to prepare for a financially secure future, for our life-long partner. Our new campaign "Karlo Shaadi Ki Poori Taiyaari" aims to blend the excitement of wedding and the importance of long-term financial security in a playful way. Our endeavour is to partner our consumers and enable them to be Taiyaar (prepared) for all the moments (positive or negative) that life has to offer. With our term insurance solutions, guarantee income products, wealth creation plans or retirement offerings, we ensure our consumers live a fikar-free (worry free) life.”

Yash Chandiramani, Founder and Chief Strategist, Admatazz, said, “With this campaign, we decided to crash weddings in a good way! We connected a life insurance plan as a natural element of the wedding checklist. Our approach was simple yet effective: place life insurance right where the wedding shopping is happening, with ads that catch your eye without weighing down the mood. We are thrilled with the response and glad to play a part in Tata AIA’s communication strategy that addresses serious stuff but in a light-hearted manner."

Tata AIA