Bajaj Allianz Travel Insurance has launched a new campaign titled ‘#Unplanned’, emphasising on the ‘unplanned’ occurrences that could take place when on a vacation.
The insight of the campaign stemmed from the idea that while everyone is excited to plan their travel, they tend to overlook the aspects of unplanned circumstances that can occur while traveling. Travellers also sometimes tend to ignore or neglect travel insurance and consider it as something ‘not-so-important’, which is exactly what the brand wants to change.
The campaign has been conceptualised and created by WatConsult, the digital and social media agency of Dentsu Aegis Network India.
Speaking about the campaign, Rajiv Dingra, Founder, and CEO, WATConsult said, “What If you lose your baggage, personal possessions, or cash while traveling? With the same in mind, we conceptualised #Unplanned campaign for Bajaj Allianz Travel Insurance, which highlights the smallest of ‘What Ifs’ of travel. Simple yet insightful, the campaign highlights the importance of taking travel insurance with a little pinch of humour.”
Chandramohan Mehra, Chief Marketing Office, Bajaj Allianz General Insurance, said, “The significance of adequately planning for a trip always exists in the back of the mind of any traveller. However, most people forget that without insurance, their planning is not complete. #Unplanned digital initiative drives across the message that lack of planning leads to chaos and unpleasant experiences. Our aim is to get travel insurance at the top in a to-do-list when the travel is being planned."
The theme of #Unplanned resonated throughout the campaign and its planning. A video called #AgencyLife was uploaded on WatConsult’s Facebook page where the client servicing team is seen struggling with the daunting task of having to conceptualise and shoot a video campaign in an unrealistic deadline. The video highlighted various instances of the team struggling to set the campaign in motion within mere 48 hours.
The following day witnessed behind-the-scene images from the shoot posted on the Bajaj Allianz General Insurance page where the team is absolutely clueless and disoriented during the campaign shoot. A sense of chaos continued to prevail, as an incomplete creative with feedback from the art director and head copywriter found its way onto the page without the knowledge of the team.
These reckless activities set the tone for the #Unplanned campaign where both WATConsult and Bajaj Allianz General Insurance released the Unplanned video, which was in actuality shot in less than 48 hours.