Raahil Chopra
May 30, 2012

Bharti Axa Young India Plan promises 'happiness' when needed

WATCH the TVC by Grey here

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

Bharti Axa has released a new TVC to spread awareness about its new Life Young India plan. Through the film, the brand talks about the policy's proposition “Aapka insurance policy aapki khushiyon ki taarikh kyun tay karen?" (Why should your insurance policy decide the date of your happiness?)

The film, created by Grey, shows a joint family that has just celebrated a wedding, and its time for the newlyweds to leave. They take the blessings of the bride’s grandmother, who expresses her desire to see her great grandchildren. The groom responds that it will be ‘10 years, six months and 29 days’ before they can have kids, as that's when his life insurance property will mature.

The film cuts to three years later. The young man has taken a Bharti AXA Life Young India policy. His wife is visibly pregnant and the insurance agent is visiting them to hand over a cheque. A voice over talks about the benefits of the Young India plan - one that makes payments when they are most needed. The grandmother says the due date is ‘two months, three weeks and four days’ away.

On the thought behind the film, Vijaykumar Subramani,creative director, Grey, said, "The youth of today don’t really start financial  planning early in life. They are caught between living their lives in the moment and saving for the future. The product is multi-faceted, therefore we played up the fact that ‘nobody else but you should decide the dates of happiness and celebrations in your life’. Extra money is always helpful during marriage or birth of a child. Bharti Axa Life Young India Plan returns monies at these stages, ensuring that you won't have to alter your plans even if you hadn't budgeted for it. Lack of money should not come in the way, leading to postponing moments of happiness like marriage or birth of child.”

The film went on-air on 28 May.



National creative directors: Amit Akali, Malvika Mehra
Senior executive creative director: Rohit Malkani
Executive creative directors: Karan Rawat
Creative Director (writer): Vijaykumar Subramani
Branch Head – Kaizad Pardiwalla
AVP -client services director: Vineet Singh,
Account management team: Ajey Shetty, Anand Ashar, Karishma Yadav,
Films: Manjula Moses and Samir Chadha
Campaign India

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