Following the release of their latest television commercial featuring actor Manoj Pahwa, Bajaj Allianz, the general insurance company has launched a road show to take the ‘safety’ brand proposition to its target consumers.
The aim of the road show is to promote five of the company’s insurance plans, while educating the masses on the need for safety and planning in advance for unforeseen events.
The TVC focuses on the safety aspect with the tagline, “Agar safety hai toh sab hero”, an idea which the road show will promote. The TVC was conceptualised by TBWA and the on-ground campaign was conceived and is being executed by Dialect, Group M.
Nithya Hariharan, business manager, Dialect, says, “The entire campaign is based on the safety aspect. While people are worried about their investments in these times of economic crisis, they are looking for the safest option available in this category. Therefore, bearing the safety keyword in mind, we came out with the concept of getting a Kung-Fu champion to talk about the various plans, while handing out some self-defence tactics.”
Akshay Mehrotra, head, marketing, Bajaj Allianz Life, says, “Road shows are a great way of increasing interactivity with consumers. Through this road show, we hope to replicate the television commercial on-ground, and take the brand further with our target group.”
As part of the campaign, seven floats, branded in the colours used in the TVC, complete with a life-size cut-out of Manoj Pahwa in his TVC avatar, will tour the chosen 56 cities. They will be accompanied by a team of insurance experts and a Kung-Fu black belt champion. In each city, the Kung-Fu champion will share five self-defence tactics with the crowd. These five Kung-Fu moves have been associated with the five insurance plans the company is promoting through the campaign – Traditional Safety Plans, Safe Maturity Plans, Safe Child Education Plans, Safe Pension Plans and Safe Family Heath.
The Kung-Fu champion will act as a crowd-puller while the insurance experts explain the advantages of insurance plans, especially during the recent slowdown,. Through this idea, the company is also trying to leverage the connect already established by the TVC in consumers’ minds.
On whether the company will take its road shows to tier-II cities, Mehrotra remarks, “In larger towns, the level of awareness on insurance is already quite high. However, there is still some need to educate our consumers of the tier-II cities, to bring down the “alien-ness” of the category.”