Shephali Bhatt
Mar 22, 2012

Bajaj Allianz introduces ‘Retire Rich’ campaign

WATCH the TVC created by Batey India

wide player in 16:9 format. Used on article page for Campaign.

Bajaj Allianz Life Insurance has rolled out a new campaign that urges young adults into having a sound retirement plan. The TVC has been conceptualised and created by Batey India, a Grey Group company.

The TVC shows a man in his early twenties who is taking a stroll in a shopping mall where he is keenly observing shoppers of different age-groups. A voice-over in the backdrop explains how each of us have endless desires. The desires keep on changing with age but what remains constant is the aspiration of owning everything that one desires. In the end, the protagonist says that one thing he has learnt in life is that desires exist irrespective of one's age or income. Enters another man emulating as an agent for the brand, who takes cue from the same context and propagates Bajaj Allianz's retirement plan.

On the objective of the campaign, Rituraj Bhattacharjee, head-market management, Bajaj Allianz Life Insurance, said, “We have observed that most young adults in the age group of 30-35 years are too consumed by their everyday lives and do not pay heed to the importance of planning for their retirement. However, that is the right time to start saving for the golden years when although income may become limited or stop all together, but aspirations would continue. This is the insight that our new TVC aims at conveying."

The campaign will be seen across television, print, outdoor and digital media.


Client: Bajaj Allianz Life Insurance
Agency: Batey India
Executive creative director: Vishnu Srivatsav
Assistant creative director: Ankit Pandya, Surendra Gohey
Senior copy writer: Gaurang Divecha
Art director: Pradnya Raut
Account management team: Sujala Martis, Apurva Shah, Rumi Behramkamdim
Planning team: Arindam Sarkar
Director: Shirsha Guha Thakurta
Production House: Native Films


Campaign India

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