Bajaj Allianz launches Capital Shield

Bajaj Allianz Life Insurance has rolled out a new advertising campaign to promote their latest offering, the ‘Bajaj Allianz Capital Shield’. The campaign has been conceptualized by Percept/H, while TBWA India is the creative agency for the company.

The spot shows a quiet, isolated pier where a mafia gang steps out of a car. They pull an innocent man out of the car and bind his hands and legs, tying a concrete block to his feet. The Don orders the men to push the man into the sea and drown him. All of them share an evil laugh, while the boss rhetorically asks around what will save the man from drowning. Meanwhile, the man miraculously begins to emerge from the water, instead of sinking. Seeing this wipes the grins off the gang’s faces, while the man says that the “Capital Shield” will save him from drowning. The TVC then cuts to the man where he becomes free from all the ropes binding him.

Speaking about the insight behind the campaign, Dilip Marathe, senior creative director, Percept/H said, “The brief given to us was very simple. What we thought then, was that there should exist a clutter-breaking idea in a crowded market like insurance. Hence,  we put in drama into the film with the car and the rain, which makes it look different.”

Added Ajay Verma, senior vice president, Percept/H, “If you consider the market situation with the global meltdown of the economy, people are really worried about what will happen with their capital. That is why you see a lot of in-flow towards fixed deposits. In this environment, we wanted to communicate the guarantee and safety the ‘Capital Shield’ brings with it.”

Recently, Bajaj Allianz had unveiled two TVCs, the first of which was created by TBWA India, while the second one was created by M&C Saatchi. With Percept/H’s entry with the creation of the third TVC, is Bajaj Allianz looking to shift their creative business?

Said Akshay Mehrotra, head, marketing and corporate communications, “Some of our work is already being handled by agencies other than TBWA, since we’re always looking for a competitive edge. We’re constantly looking for a fresh mindset. Currently we’re evolving as a brand and we’re trying to look at a fresher TG. In fact, our most recent TVC was about starting to invest early. We want to talk to a much younger audience.”

The media mix for the campaign includes outdoor, below-the-line, Internet and a heavy emphasis on TV spends. As of now, no plans have been revealed to include print in the exposure.