Click on the image to watch TVC
Bharti AXA Life, a joint venture between Bharti Enterprises and AXA, announced the launch of its integrated campaign as part of the brand’s #DoTheSmartThing proposition.
The multimedia campaign conceptualized by L&K Saatchi & Saatchi, which features brand ambassador Vidya Balan, aims to simplify insurance and provide Indians with a smarter choice of value, products and services when selecting good insurance coverage. He will engage with audiences across multiple mediums, including TV, digital and social media.
Along with the launch of the new integrated campaign, Bharti AXA Life also unveiled its new sound identity which resonates with the brand’s hallmark of being ready for the future.
Last year, Bharti AXA Life unveiled its new purpose, “In a complicated world, we make insurance simple.” The latest campaign focuses on how the company achieves its goal and helps customers #DoTheSmartThing. It is designed in a multilingual format and aims to engage audiences through content in Hinglish, Marathi, Bengali, Tamil, Telugu, Kannada, and Odia.
The sound identity of the brand reflects its identity, its characteristics and is an extension of its personality. The air is designed to deliver an exclusive auditory experience and boost recall for Bharti AXA Life across all stakeholder segments including customers, employees, partners, etc. .
The campaign kicks off with the launch of four TVCs led by Rajesh Saathi, each focused on the company’s unique offerings and services. The campaign narrative comes from Bharti AXA Life’s Statement of Intent. It emerges from the insight of consumers and the growing trend of audiences to seek instant solutions, ease of access and convenience in all spheres of life.
This is also reflected in their preferences for financial and insurance brands. Recognizing this behavioral trend, Bharti AXA Life has adapted and designed solutions to meet changing consumer expectations, as well as developed innovative products and services for today’s generation.
Insurance policies have traditionally been synonymous with documentation and locating policy details can often be cumbersome. To solve this problem, the company launched the QR code-based card which provides a policy summary with key policy details. Taking a light twist on this, one of the TVCs opens with a protagonist rummaging through the papers and boxes strewn around his living room.
Vidya Balan then enters the room and learns that he is trying to locate the insurance policy papers. She then introduces him to Bharti AXA Life Insurance’s simplified QR code-based policy summary, which provides easy access to the insurance policy summary and is available anytime, anywhere. It highlights how the company makes owning and understanding life insurance paperless.
Other TVCs highlight the company’s offerings, including 24/7 WhatsApp support, one-day claims resolution* for unanticipated claims (after receipt of all documentation) and the guaranteed Wealth Pro plan.
Parag Raja, CEO of Bharti AXA Life, said, “We are delighted to launch the campaign and unveil our integrated brand campaign with our new music 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 providing practical solutions. The acceleration of digitization over the past two years has underscored the need to provide seamless and hassle-free solutions. One of the TVCs shows how we introduced an industry-first QR code-based smart card, which is a breakthrough not only for customers, but also for us as a business. We are delighted to have Vidya on board for this campaign and will continue to build customer engagement through strategic brand initiatives across touchpoints.
Geetanjali Kothari, Head of Marketing at Bharti AXA Life, added, “Bharti AXA Life is dedicated to simplifying life insurance for customers and promoting smarter financial decisions. The integrated campaign creatively showcases our innovative solutions that help deliver on our brand promise. It captures key customer insurance challenges and requirements, then integrates with our core offerings that fill critical gaps in needs. This narrative is brought to life by Vidya in TVCs and campaign footage. In an original and light-hearted way, the campaign celebrates how our brand is ready for the future. We aim to build brand resonance through the campaign and new signature tune. »
Kartik Smetacek, Jt NCD, L&K Saatchi and Saatchi, said, “Bharti AXA Life’s new creed ‘Do the Smart Thing’ is the brand’s challenge to its audience to re-evaluate their insurance choices. And who better than Vidya Balan, a woman who embodies intelligence, to transmit the bouquet of innovations in a sharp and relevant way. The campaign also features the brand’s new sound identity. A signature tune that is uptempo and upbeat, setting the brand apart in the category.