Bajaj Allianz takes non-threatening route with new TVC

Bajaj Allianz Life Insurance has launched a new TVC that looks at highlighting a consumer's typical approach when solicited by insurance agents. TBWA India has developed the new TVC. The client wanted to make insurance more accessible to people. Madan Mohan, COO, West, TBWA explained, "Consumers tend to shut doors to insurance agents. We wanted consumers to open doors to agents and to portray Bajaj Allianz Life Insurance as a platform that empathizes with, and is very accessible to consumers."

At the start of the  TVC, a man is shown to be in a garden with his son, when an insurance agent approaches him with an insurance plan. Before the agent even completes his sentence, the man gives him an annoyed look and tells him that he doesn't want insurance. In the next situation, a woman refuses to invest in child plans, because her son is very intelligent and will look after himself when he is older. In the third scene, a group of students are shown to be having fun, when one of them tells the agent that a job is his priority at the moment, and not retirement plans. The scene cuts to that of a woman ironing her husband's clothes, and tells the agent that she takes good enough care of her husband and does not need health insurance. In the next situation, a man simply says he's not interested, while in the last scene, a young girl tells the agent that 'my father has said he's not home'.

Mohan added that the consumer insight that they worked with was the perception among consumers that insurance is unimportant. The prevalent tendency to avoid insurance agents tends to make consumers come up with excuses. It was important, therefore, to not make the consumer feel threatened with dire consequences if he was not insured, as is usual with the category. He said, "We realize that the consumer is an intelligent person, and does not need to be forced into insuring by pointing out life, death and other consequences. With the TVC, we have shown him the mirror that simply shows him his typical reaction to agents in everyday life. We refrained from making the commercial too heartfelt."

Speaking about the reach of the TVC to consumers, Akshay Mehrotra, head, marketing and corporate communications, Bajaj Allianz Life Insurance, said, "The TVC brings about a consensus with the consumer mindset of "not needing insurance" and realizing the importance of investing for it." He further added that  the objective of the commercial was to open people up to insurance agents and to want to spend at least a few minutes listening to them.

The creative team for the commercial includes Rahul Ghosh, Neville Shah and Bardroy Baretto. At the moment, the media mix includes only television.