Bharti AXA Life assists in 'securing your dreams' in new TVC

The campaign, conceptualised by Publicis, targets individuals who are seeking financial instruments that assure them guaranteed returns and help them realise their dreams.

FP Staff January 13, 2014 08:00:03 IST
Bharti AXA Life assists in 'securing your dreams' in new TVC

Bharti AXA Life Insurance launched a new television commercial, around the theme 'Secure my Dream', for its flagship product - Bharti AXA Life Secure Savings Plan.

Bharti AXA Life assists in securing your dreams in new TVCThe campaign, conceptualised by Publicis, targets individuals who are seeking financial instruments that assure them guaranteed returns and help them realise their dreams.

The film revolves around the disappointment one faces when the investment returns are less than what was expected, resulting in a compromise.

Saujanya Shrivastava, Chief Marketing Officer, Bharti AXA Life Insurance, said, "Consumers want to be prepared for different life stages that bring increased responsibilities. They want to invest in the appropriate financial tools that empower them to meet their financial goals and fulfill their dreams. Based on this consumer insight and extensive research, our new ad campaign portrays Bharti AXA Life's Secure Savings Plan as an ideal product that offers up to 10% guaranteed addition on cumulative base premiums paid. We are confident that our new campaign will resonate with our customers aspiring for 'protection' and 'savings' at every life stage."

Bharti AXA Life assists in securing your dreams in new TVCBobby Pawar, Creative Head, Publicis, said, "People are not just expecting returns on their investments but are hoping to fulfill their dreams. Very often, the returns do not live up to those expectations and that leads to disappointment. This has been brought alive in the TVC through a middle aged couple who isn't looking at life winding down but views it as a new innings, aspiring for new experiences and a chance to fulfill their unfinished dreams. In this film we have a lovely 50-something couple who were not able to have their big wedding. And they now want to fulfill their dream of a big, fat wedding party on their 25th wedding anniversary but are left disappointed when they don't get what they had expected."

Taking the proposition forward, Bharti AXA Life has also introduced a digital campaign that acts as a platform to enable customers to ascertain what it would take by way of investments to attain their dreams.

Participants can log on to the website, fill in their details, submit their dream and a tagline. The winner will get his/her dream fulfilled by Bharti AXA Life.

Besides this, for every dream that is submitted on the website, Bharti AXA Life will donate Rs 10 to a charity that works towards the empowerment of women and girls from the marginalised sections of society and proceeds from the campaign will go towards their education.

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