Bharti Axa Life has rolled out a campaign titled #DoTheSmartThing featuring its brand ambassador and actor Vidya Balan to highlight its insurance cover schemes and unveil its sonic identity.
Conceptualised by L&K Saatchi & Saatchi, the films are centred on how the finance company delivers on its brand purpose and helps customers #DoTheSmartThing.
The first film opens with Balan rummaging through the papers and boxes strewn across a living room. Balan then enters the room and learns that a group of people are trying to source an insurance policy paper. One of the women from the group locates the insurance policy papers but now they are trying to source the nominee details. Looking at the group's worry over sourcing all the details, Balan introduces them to Bharti Axa Life Insurance’s QR code-based simplified policy summary which offers access to the insurance policy summary in a hassle-free manner and is available anytime, anywhere. The film highlights how the company simplifies life insurance ownership and comprehension in a paperless manner.
The second film features Balan highlighting Bharti Axa Life's insurance claims benefit of having a one-day turnaround period.
The third film features Balan underlining how the brand can secure life insurance schemes through its Wealth Pro offers. The film shows how one can secure insurance schemes even when the market is volatile.
The fourth film depicts Balan putting the spotlight on Bharti Axa Life's WhatsApp customer service to resolve insurance queries.
Parag Raja, CEO, Bharti Axa Life, said, “We are thrilled to kick-start the campaign and unveil our integrated brand campaign with our new musical brand identity. We believe that simplifying insurance can in turn lead to greater insurance penetration in the country. Our campaign highlights how we help customers make smarter choices by delivering convenient solutions. The acceleration of digitalisation in the last two years has underscored the need for delivering seamless and hassle-free solutions. One of the TVCs showcases how we have introduced an industry-first, QR code-based smart card, which is a breakthrough for not just customers, but us as a company as well. We are excited to have Vidya on board for this campaign and will continue to strengthen customer engagements through strategic brand initiatives across touchpoints.”
Geetanjali Kothari, head of marketing, Bharti Axa Life, said, “Bharti Axa Life is dedicated to making life insurance simple for customers and championing smarter financial decisions. The integrated campaign creatively showcases our innovative solutions that help deliver on our brand promise. It captures the key customer challenges and requirements pertaining to insurance and then weaves in our core offerings that bridge critical need gaps. This narrative is brought to life by Vidya in the TVCs and campaign imagery. In a quirky and light-hearted manner, the campaign celebrates how our brand is future-ready. We aim to build greater brand resonance through the campaign and the new signature tune.”
Kartik Smetacek, joint national creative director, L&K Saatchi, and Saatchi said, “Bharti Axa Life’s new credo ‘do the smart thing’ is the brand’s provocation to its audience to reassess their insurance choices. And who better than Vidya Balan, a woman who epitomises smartness, to put across the bouquet of innovations in a sharp, relevant way. The campaign also introduces the brand’s new sonic identity. A signature tune that is uptempo and optimistic, setting the brand apart from the category.”