Campaign India Team
Jan 19, 2009

Bajaj Allianz's new TVC takes on Ghajini

Bajaj Allianz has rolled out a new TVC, to promote its tax saving plans. The commercial is a spoof of the movie, Ghajini and tells viewers to remember saving up on taxes. The spot has been created by M&C Saatchi.  

Bajaj Allianz's new TVC takes on Ghajini

Bajaj Allianz has rolled out a new TVC, to promote its tax saving plans. The commercial is a spoof of the movie, Ghajini and tells viewers to remember saving up on taxes. The spot has been created by M&C Saatchi. 
 
The TVC begins with a man with tattoos engraved on his body, struggling with a workout regime that is obviously a lot more than he can handle. He falls over backwards from his treadmill and cannot do his pushups right. The setting of the TVC is exactly like that of Aamir Khan's scene in the film. In the end, the man stands in front of the mirror, and remembers that he has to save up on his tax, after he sees the tattoos on his body.
 
 
Parveez Shaikh, senior vice-president and executive director, M&C Saatchi says, "A rupee saved is a rupee earned. We end up paying up to a third of our income as income tax due to lack of tax planning, thus letting go of our hard earned money." The idea was to drive home the point that life insurance is a great instrument to save tax.
 
Explaining the creative idea behind the spot, Shaikh says, "The idea was to remind people to save tax using the 'Super Seven Tax Saving Plans', in an interesting and entertaining way."
 
The media mix for the commercial includes print, TV, radio, Internet and ambient media. 
 
The commercial is a spoof of Ghajini. Interestingly, many brands have used the movie as a base to create their humorous advertising. For instance, Six Inches Communications recently created a print advertisement for Kingston Technology's memory devices. 
 
 
Also, digital agency Webchutney created a viral ad titled 'Gajodhar', another spoof based on the movie. This viral was created for Makemytrip.com's sister site, OkTataByeBye.com. Watch the video of the ad below. 
 

 
 
Credit details for Bajaj Allianz TVC
 
Project: Remember to Save Tax
Executive Creative Director: Parveez Shaikh
Creative Director: Hemant Sapre
Copywriter: Shaista Vaishnav, Aditya Cintury
Production House: Trinity Films
Art Director: Sushant Karane
Director: Harish Tripathi
Media Agency: Maxus
Post-production Studio: Famous
Exposure: TV, Internet, Radio, Ambient Media

Source:
Campaign India

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