Said Rohit Malkani, executive creative director, Grey Worldwide, "While most child plan products have a similar offering, Bharti AXA’s unique differentiator, the Jump Start Bonus, offers 7% over and above the maturity amount as a lump sum. This extra amount helps the parent provide the right launch pad for his child’s future, with Bharti AXA providing for additional expenses that incur thus enabling a parent to give his or her child the extra edge, without any financial constraints."
Malkani said that Bharti AXA’s brief to was to find a unique and compelling way to talk about the Jump Start Bonus.
Watch two of the TVCs here:
Elaborating on the idea behind the campaign, Malkani says, "The creative brief we developed looked at the Jump Start Bonus as an extra sum of money that is almost like a pleasant surprise. This led to an advertising/communication idea built on a universal truth that children always find unique ways to surprise their parents. Thereby exhorting parents to return the surprise with the Jump Start bonus."
Speaking about the plans to break clutter within a category like insurance, Malkani says, "A lot of child plan communication in the category revolves around what children want to be when they grow up and how parents fulfill that. Bharti Axa’s ‘surprise’ element is not just a unique insight, it’s honestly refreshing."
Client: Bharti AXA Life Insurance
Creative agency: Grey
National creative director: Shalini Dam
Executive creative director: Rohit Malkani
Copywriters: Rohit Malkani, Anuradha Roy
Production house: Whitelight Motion Picture Company
Director: Subir Chatterjee, Namita Roy Ghose
Planning team: Sagnik Ghosh
Client servicing team: Mithun Roy, Aparna Mandalaparthy, Poulami Dutta
Films: Samir Chadha, Swati Desai
Media used: TV , press, outdoor, ambient