Bajaj Allianz urges consumers to 'Jiyo Befikar'

Bajaj Allianz has unveiled a new multi-pronged corporate campaign, to re-emphasize the scale and stature of Bajaj Allianz Insurance in India. Conceptualised by M&C Saatchi, the campaign promises consumers to protect them, by enhancing their financial opportunities and helping them live life to the fullest.

Rajiv Sabnis, executive director, M&C Saatchi speaks to Campaign India about the commercial. "There was a need felt to shift gears and make a strong emotional connection with the current stakeholders and millions of Indians who need to protect themselves with an Insurance cover. Hitherto, Bajaj Allianz had done an excellent job of persuading people to buy into their products through rational and product-focused communication with the SuperAgent being the important face of the brand," says Sabnis, about the objective behind the campaign.

Akshay Mehrotra, head-marketing, Bajaj Allianz added, "While the communication needed to focus on both life and general insurance, it brings out a clear message that Bajaj Allianz offers all forms of insurance solutions ranging form Life, Motor, Home, Health Insurance etc."

Watch the commercial here:

Bajaj Allianz 'Jump' from Campaign India on Vimeo.

Shot by Shivendra Singh Dungarpur of Dungarpur Films, the film begins with a little boy jumping freely off a rock into a river, while his father is already present in the water to catch him. Next, a happy and carefree woman is shown riding pillion on the bike. However, she’s securely tied to her husband, so that she has no fear of falling. Similarly, a group of boys jump into a lake for a swim, while their dog remains behind to watch over their shoes and belongings. Next, a girl with a fractured foot is given a joyride by her father in her wheelchair, while a man goes paragliding with his instructor behind him. The TVC urges the consumers to live life without fear and underlines the ‘Jiyo Befikar’ positioning of the brand.

Sabnis points out, that the lyrics for the jingle have been penned down by Gulzar, while it has been sung by Sukhwinder Singh. The creative team includes Parveez Shaikh, Hemant Sapre, Rekha Nigam, Shaista Vaishnav and Sushant Karane.

The media mix for the campaign includes TV, radio, mobile, outdoor and Internet.