Bajaj Allianz Life Insurance has rolled out the latest edition of its #PlankToThank campaign.
The intiative started in 2018, and aims to highlight societal causes every year. This year, the brand aims to contribute towards a program designed to facilitate entrepreneurship programs for ex-servicemen.
Conceptualised by the in-house team, the film urges its consumers to take on the #PlankToThank challenge on social media platforms to express gratitude towards the service of the ex-armed forces of India. The film showcases various people taking on the #PlankToThank challenge in front of memorial statues of Indian defence heroes in a myriad of locations.
Chandramohan Mehra, chief marketing officer, Bajaj Allianz Life Insurance, said, “The Plank initiative, now in its third edition, has now become a driver of India’s purposeful fitness movement. Coinciding the momentous occasion of India’s 75 years of independence, the initiative is an ultimate celebration through an expression of gratitude for the real heroes of India. We are confident of a wide enthusiastic participation that captures the enormous respect and the love 1.4 billion Indians have for the Indian armed forces."
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Watch the film conceptualised by FoxyMoron here