Bharti AXA empowers consumers to #DoTheSmartThing

Watch the campaign conceptualised by L&K Saatchi & Saatchi here

Mar 15, 2021 09:37:00 AM | Video | Campaign India Team Share - Share to Facebook

Bharti AXA Life Insurance has rolled out a campaign for its 'Guaranteed Income Pro’ plan.

Conceptualised by L&K Saatchi and Saatchi, it urges consumers to rule out any uncertainty around life’s biggest financial decisions. The film #DoTheSmartThing highlights the various features of the brand, which helps consumers deal with unpredictability in achieving life goals through assured financial returns.

Manik Nangia, chief operating officer, Bharti Enterprises, said, “We have contemporised the campaign narrative in view of the evolving needs and preferences of consumers, amid uncertainties. It is built on piercing insights and extensive customer segmentation, and engages in a direct dialogue with consumers to address their financial indecision about life's milestones. The creative rendition of using a question mark symbolises uncertainty in consumers’ minds and further paves the way for certainty with life protection cover and assured financial returns.”

Kartik Smetacek, joint NCD – L&K Saatchi & Saatchi, said, “The TVC exhibits Bharti AXA Life Guaranteed Income Pro as a solution for varied life-stage uncertainties. Further, it also marks the fresh brand proposition for Bharti AXA Life - ‘Do the Smart Thing’. We wanted to portray the brand as a no-nonsense and straight-talking one, out to challenge the category conventions of grand promises and glowing futures. This is the signature style and tone which we hope to carry forward in subsequent communications as well.”

The campaign is live across television, print, digital, social media platforms and is available in Hindi, Bengali, Tamil, Telugu, Kannada and Malayalam languages.


Executive director, L&K Saatchi & Saatchi: Charles Victor
Jt NCD, Kartik Smetacek
Account management: Sharon Picardo
Brand director: Ankita Parab
Brand partner: Shailendra Syamsukha
Planning and strategy: Snehasis Bose
Director: Amit Satyaveer Singh


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