The new Bajaj Allianz TVC tries to convey a message to a targeted audience in tier-2 and tier-3 cities, that of guaranteed returns (of 200%)on their investment in Bajaj Allianz's insurance plans.
The TVC involves a couple, seemingly from a tier-2 city, that is let down by false promises made by builders to provide them their dream home. The man ends up saying that the lesson he has learnt from this fiasco is that one should only trust an offer if it guarantees return on your investment. The next shot echoes that and the Bajaj Allianz mascot, an animated man assures that their 'GMIP' (Guaranteed Maturity Insurance Plan) does so.
On the rationale behind the campaign, Rituraj Bhattacharya, head of product development and market development, Bajaj Allianz Life, explained, "With this TVC we wanted to open a dialogue with our target segment in tier-2 and tier-3 cities. We wanted to give them a simple yet unique proposition. This ad is intended for people who have lesser disposable income, and for those who haven't perhaps thought of any long term investments under the prevailing uncertainties in the market. We wanted to tell them how our product offers them this unique opportunity to gain guaranteed returns at the end of the term."
Credits:
Client: Bajaj Allianz Life
Agency: Grey (Batey in India)
National creative directors: Malvika Mehra, Amit Akali
Executice creative directors: Rohit Malkani, Karan Rawat
Creative directors: Bhavesh Kosambia, Sachin Kamath
Art director: Surendra Gohey
Copywriters: Ankit Pandya, Guarang Divecha
Planning team: Arindam Sarkar
Servicing team: Sujala Martis, Rumi Behramkamdin, Kunal Bhatt
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