Bharti AXA Life Insurance showing "Naya Nazariya"
The launch is spearheaded by the first proof-point of a service guarantee of "Release of Fund Value within 48 hours" of receiving a claim intimation.
Commenting on the new positioning and the service guarantee, Mark Meehan, Chief Marketing and Operations Officer, Bharti AXA Life, said, "In line with our overall objective of redefining the category- giving it a Naya Nazariya, we are signalling our commitment to customers through this campaign. We recognize that the customers today are looking for real and relevant solutions that address their expectations. Claim Settlement is one such moment of truth- when the family of the policy holder is in distress due to an unfortunate incident in their lives. At this time what they expect from the insurance company is promptness and care- that's where the key consumer insight emanated from.
GREY Mumbai is the agency that developed the creative.
In the TVC, an old woman is seen going to a bank and dramatically breaking down and saying that her husband's claim settlement is pending. A simple commercial that doesn't dilly dally and comes straight to the point. Also it is identifiable to the many who finds themselves in similar situations quite regularly in the country.
Hari Krishnan, Vice President & Branch Head said, "Within the category of Life Insurance, the products and promises are surprisingly similar from retirement plans to child plans to whatever else there is. As far as the emotional benefits go, again it's mostly about the glorious post-retirement life or protecting the child's bright future. In that context, here's a product that truly differentiates itself. The task for us was in that sense, was simplified by the power of the product idea. Our insight stemmed from the high amount of skepticism with which consumers looked at products and promises, and how Bharti AXA is an agent of change in this world of "conditions apply."
Rohit Malkani, ECD, GREY Mumbai said, "Seldom has a brand in this category actually put its money where its mouth is. This was particularly exciting for us. The "Release of Fund Value within 48 hours" is the first of Bharti AXA's proof-points, and we felt the best way to bring it to life was to context it in a real situation. The creative idea driven from the insight was- "why should your loved ones wait, for what is rightfully theirs". And then our youngest writer Anuradha came up with a powerful yet real story that best brought alive this insight. It is a not just a story well told but a situation that will draw instant empathy and strike a deep emotional chord with the consumer".
An integrated national multi media campaign has been rolled out to communicate the new brand positioning, which includes Television, Print, Outdoor and Digital.
Creative Team: Rohit Malkani, Vijay Subramani, Amol Ghotkar, Anuradha Roy and Rucha Prabhune
Account Planning: Sagnik Ghosh