Bajaj Allianz Life Insurance has assigned the creative duties of its ‘Capital Shield’ project to Percept/H on a project-basis for a period of forty days.
Its main agency, TBWA/India, will continue as the Agency on Record (AoR). This move follows the recent appointment of M&C Saatchi to produce an ad for Bajaj Allianz Life Insurance’s ‘Early Start Plan’. The ad featured Olymic medal winner Vijender Singh, who was signed on as brand ambassador for Bajaj Allianz Life Insurance in August 2008.
Dilip Marathe, creative head, Mumbai, Percept/H, commented, “The mandate is to do a complete brand surround campaign for Capital Shield. We were involved in the conceptualization, execution and deployment of the entire campaign.”
Ajay Verma, senior vice-president, Mumbai, Percept/H, said, “Given the current market situation, we needed to dramatize the core benefit, that the principal investment in Capital Shield will not be affected, whatever the market situation. Plus the investor stands to get a double tax benefit. This brief was executed through the film and surround communication which is now on air.” Samarth Shrivastava, Associate Vice-President, PerceptH, also revealed that the total media billings were in the region of Rs 7 crore.
The film begins with a man being tied up by the mafia and thrown into the sea. A mafia head then mutters “Ab ise kaun bachayega!” All of a sudden, the man emerges from the sea into the air and replies “Capital Shield”. The film then goes on to explain that the product gives a guarantee on investment as well as a double tax benefit.
Akshay Mehrotra, marketing and communications head, Bajaj Allianz Life Insurance, explained the reasons for roping in two new agencies, “We needed a fresh perspective on the brand. This apart, our advertising exposure had gone up considerably.”
Responding to whether TBWA/India continued to be their AoR, he said, “Yes, of course. We are working on a few of our forthcoming products.” He added that company did not have any plans to bring in more agencies.