Campaign India Team
Jan 13, 2014

Bharti Axa urges consumers to secure dreams with savings plan

Watch the ad film created by Publicis Worldwide here

Bharti AXA Life Insurance has rolled out a campaign on the theme ‘Secure my Dream’ for its product ‘Bharti AXA Life Secure Savings Plan’. The film has been conceptualised by Publicis Worldwide.

The film opens with a middle-aged couple looking at an old picture of theirs from their marriage, in which they are standing outside a High Court. Playful banter follows on how each of them looks now. The husband asks if they should get married again to celebrate their 25th anniversary. She responds that she doesn’t want to run away and get married again. He then asks his wife to not worry about the money involved, because he’s expecting a cheque from an insurance company. Just as the wife gets excited about the plan, the cheque arrives and the man is disappointed by the amount. A voice over then introduces ‘Bharti AXA’s Lfie Secure Savings Plans’.  The film ends with the couple celebrating at their dream wedding.  

On the campaign, Saujanya Shrivastava, chief marketing officer, Bharti AXA Life Insurance, said, “Consumers want to be prepared for different life stages that bring with it increased responsibilities. They want to invest in the appropriate financial tools that empower them to meet their financial goals and fulfil their dreams. Based on this consumer insight and extensive research, our new ad campaign portrays Bharti AXA Life’s Secure Savings plan as an ideal product that offers up to 10 per cent guaranteed additions on cumulative base premiums paid. We are confident that our new campaign will resonate with our customers aspiring for ‘Protection’ and ‘Savings’ at every life stage.”

Bobby Pawar, director and chief creative officer, Publicis Worldwide, South Asia, said, “People are not just expecting returns on their investments but are hoping to fulfil their dreams. Very often the returns do not live up to those expectations and that leads to disappointment. This has been brought alive in the TVC through a middle aged couple who isn’t looking at life as winding down but views it as a new innings, aspiring for new experiences and a chance to fulfill their unfinished  dreams. In this film we have a lovely 50-something couple who were not able to have their big wedding. And they now want to fulfil their dream of a big fat wedding party on their 25th wedding anniversary but are left disappointed and shocked when they don't get what they had expected.”

The film is supported by digital, where a website enables customers to ascertain what it would take by way of investments to attain their dreams. The brand is also running a contest on the site, with the promise of a winner’s dream getting fulfilled by Bharti AXA Life.


Client: Bharti Axa Life Insurance
CMO: Saujanya Shrivastava
Creative Agency: Publicis Worldwide
Chief creative officer: Bobby Pawar

Campaign India