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Tag: Bharti AXA

  • To launch a six-part knowledge series to simplify insurance for millions

    Bharti AXA teams up with Ankur Warikoo

    By Our Staff

     

    Bharti AXA Life Insurance, a joint venture between Bharti Enterprises and AXA insurance company, announced details of its new organisation purpose of simplifying insurance and providing innovative solutions to the consumers. For this it has partnered with Ankur Warikoo, co-founder of nearbuy.com, an angel investor, entrepreneur, educator, and influencer, to launch a six-part knowledge series – ‘Plan Smart With Ankur’.

     

    Through this video campaign Bharti AXA Life and Warikoo will engage, spread awareness, and educate consumers on the need, importance, and the key factors to keep in mind while selecting life insurance.

     

    Speaking on the collaboration and new video campaign Parag Raja, MD & CEO, Bharti AXA Life Insurance said: “We are living in unprecedented times. The need to be conscious and wary of our physical and financial well-being has never been more crucial than it is now. Evident through this video series we have commenced with Ankur Warikoo, making insurance simple to understand can lead to greater insurance penetration in the country. At Bharti AXA Life, we take pride in going the extra mile to understand the challenges and experiences that people face in terms of financial health and planning and believe that this association would help us drive an extensive awareness campaign on the need for insurance.”

     

  • Launches Bharti Axa Life Guaranteed Income Pro

    L&K S&S creates TVC for Bharti Axa

    By Our Staff

    Bharti AXA Life Insurance has launched its new integrated campaign for Bharti Axa Life Guaranteed Income Pro. The multilingual campaign in Hindi, Bengali, Tamil, Telugu, Kannada and Malayalam is created and conceptualised by agency L&K Saatchi & Saatchi.

    Said Manik Nangia, Chief Operating Officer, Bharti Enterprises: “We have contemporized the campaign narrative in view of the evolving needs and preferences of consumers amid uncertainties. It is built on piercing insights and extensive customer segmentation, and engages in a direct dialogue with consumers to address their financial indecision about life milestones upfront. The creative rendition of using a question mark symbolizes uncertainty in consumers’ minds and further paves the way for certainty with life protection cover and assured financial returns.”

    Added Kartik Smetacek, Jt. NCD – L&K Saatchi & Saatchi: “The TVC exhibits Bharti AXA Life Guaranteed Income Pro as a solution for varied life-stage uncertainties. Further, it also marks the fresh brand proposition for Bharti AXA Life – ‘Do the Smart Thing’. We wanted to portray the brand as no-nonsense and straight-talking, out to challenge the category conventions of grand promises and glowing futures. This is the signature style and tone we hope to carry forward in subsequent communication as well.”

     

     

  • With this new campaign, Bharti Axa General Insurance aims to spread awareness and drive conversation among the millennials that relying only on luck is not the smartest choice

    Bharti Axa champions planned investment in latest digital campaign

    By A Correspondent

     

    Bharti Axa General Insurance has announced the launch of its new digital campaign – “Luck pe bharosa chhodo aur Insurance se nata jodo”.

     

    While describing the concept, Upendra Namburi, Chief Innovation and Marketing Officer, Bharti AXA General Insurance said: “Each one strives and saves hard earned money to create assets for themselves. However, when it comes to assuring protection of these assets many Indians still believe in superstition and luck. Similarly, in case of health as well, not many protect themselves against unexpected medical emergencies, instead follow unreliable methods. With this insight and behaviour, we have developed our new campaign that aims to educate the makers of tomorrow about the need and importance of asset and health protection. The campaign targets millennials of today who take a more balanced view towards life. At Bharti AXA General Insurance, customer-centricity is at the heart of evert initiative and we shall continue to develop innovative solutions and ideas to bring alive our offerings.”

     

    The campaign went live last week and will be supported by content and influencer partnerships along with on ground activities to engage with the audience.

     

     

  • Cashing in on the hype surrounding Sachin Tendulkar's farewell Test matches, broadcaster Star India has raised ad rates by almost 30-40%

    Star cashes in on Sachin mania, hikes ad rates by 40%

    By Ravi Teja Sharma & Ratna Bhushan

     

    Cashing in on the hype surrounding Sachin Tendulkar’s farewell Test matches, broadcaster Star India has raised ad rates by almost 30-40%. Advertisers and media buyers spoken to said while interest among the advertising fraternity is high for the Master Blaster’s 199th and 200th Test matches, to be played in Kolkata and Mumbai this month, they said advertisers may not be willing to cough up the premium being demanded.

     

    Typically, broadcasters charge anywhere between Rs 30,000 and Rs 50,000 for a high-interest Test match series. But for the series against West Indies, Star is demanding anywhere between Rs 60,000 and Rs 1 lakh per 10 seconds.

     

    “Star is asking higher rates (for the two matches) and there’s a certain level of interest among advertisers. But it’s not a big frenzy … it’s generally not boom time in advertising and rates could have been very low for the upcoming Test series had it not been for the Sachin factor,” says Ashish Bhasin, chairman India & CEO South East Asia at media buying firm Aegis Group.

     

    Advertisers, many of whom are still negotiating deals with Star, said ad rates would have to be realistic. “There’s a premium being charged, but we don’t know if it is justified. Viewership will certainly be high because these are Sachin’s final Tests, but if he gets out cheap, it will fall. We are still negotiating,” says Shubhodip Pal, chief marketing officer of mobile phone maker Micromax.

     

    Star, which has invested heavily on cricket acquisitions, is trying to use the opportunity to make the best of Tendulkar’s swansong. Sanjay Gupta, COO at Star India, says: “The frenzy among sports fans for Sachin’s last two matches has the same appeal compared to an India final in the World Cup.”

     

    While Mr Gupta declined to comment on the ad rates being demanded, he said advertisers such as telecom services provider Airtel, tobacco-to-consumer goods firm ITC, insurance firm Bharti AXA and confectionery maker Perfetti van Melle were among the ones who had picked up sponsorship and spot buys for the series.

     

    Last month, Star India had acquired title sponsorship rights for all international cricket matches to be played in the country till March 2014 at 2 crore per match – this was 40% lower than what telecom services provider Bharti Airtel had paid for the same sponsorship last year, an indication that the advertising market has dried up to a large extent, hit by the economic gloom and dwindling interest in sponsorship rights.

     

    Star India has acquired the rights for a period of six months till March next year. With the matches at Eden Gardens and Wankhede, Tendulkar will also become the first cricketer ever to play 200 Test matches.

     

    The rates are still significantly lower than what an IPL T20 match commands. IPL broadcaster Multi Screen Media had charged anywhere between Rs 4 and Rs 4.5 lakh per 10 seconds of ad time for IPL 6, while for the final four games of the T20 tournament, the asking rate shot up to Rs 15 lakh per 10 seconds. Ad rates for the final of IPL 5 were around Rs 10 lakh per 10 seconds.

     

    Source:The Economic Times

    Copyright © 2013, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • Bharti AXA Life Insurance CMO Saujanya Shrivastava on the latest campaign, and more

    Strategy of Proof is our mantra: Bharti AXA CMO

    By A Correspondent

     

    The latest campaign by Bharti AXA Life Insurance Company with its sister concern, Bharti AXA General Insurance on “The Dedicated Claims Handler”, claims to redefine service standards in the Insurance category.

     

    The TV ad has used a ’70s Bollywood song to fit an insurance situation and to bring in satirical humour. The TVC showcases the hapless customer running from pillar to post to complete Insurance paperwork. But the Hindi Song “Aap Yahaan Aaye” in this context makes the whole film entertaining whilst still conveying the angst of running after a claim. The Bharti AXA Life Solution comes in the form of the Dedicated Claims Handler who proactively contacts the customer and handles his claims process end to end.

     

    The TVC has been directed by Rajesh Krishnan of Soda Films, and conceptualized by Publicis.The campaign went on air on 8th Feb and has run nationally across all major channels.

     

    MxMIndia spoke to the company’s CMO, Saujanya Shrivastava, to know more about the campaign and in the competitive world insurance, what is the biggest challenge.

     

    Creative Agency: PublicisNational Creative Director: Ashish Khazanchi

    Client servicing: Paritosh Srivastava,Chandan Jha, Dharal Goshalia, Sherley Lavingia

    Production House: Soda Films

    Director: Rajesh Krishnan

    Spends / Budget – Rs. 12cr

    What are the marketing activities that you undertake to build your brand?

    We leverage the global AXA framework of Strategy of Proof to continuously prove that as a financial protection brand, we are trustworthy and safeguarding customer’s interests are at the heart of what we do. Our brand marketing initiatives are centered around high decibel national mass media campaigns as well as on ground customer activation.

     

    These could be specific proof points related campaigns or tactical ones driven by the need to build awareness around our winning product propositions. eg. we are present on the India Australia series with ESPN Star Sports as an Associate Sponsor to build awareness around the Bharti AXA Life Monthly Income Plan that is ideally suited to meet the lifestage related needs of customers such as retirement & child education expenses.

     

    To drive the sales of our hugely successful online term plan, we have a robust internet marketing plan that includes Search & Display programs. We are also the presenting sponsor for Budget 2013 on Moneycontrol.com

     

    What are the key insights behind your marketing activities?

    Our differentiation strategy is predicated upon the Strategy of Proof framework that involves providing customers with tangible evidence by way of “proofs” of having answered key expectations that they have of the category. This powerful framework allows us to look at every aspect of the customer journey and to unearth insights that are relevant, incisive and meaningful.

     

    What is the thought process behind the joint nationwide TV campaign by Bharti AXA Life Insurance with its sister concern, Bharti AXA General Insurance?

    – The Insight

    Claim settlement is a key moment of truth for our customers. The family of the policy holder is in turmoil due to an unfortunate incident in their lives. At times of distress, a claimant should not be made to run from pillar to post to get what may be rightfully theirs and he expects promptness and care from the insurance company.

     

    – The Creative Concept / Idea

    The film questions this thought process, i.e., why run after your insurance company to get your own claim settled? The background score of a yesteryear Bollywood song compliments the visuals and adds a humorous flavor to a serious subject. The solution to this problem appears in the form of a Bharti AXA Dedicated Claims Handler who assists the claimant with paper work and query resolution.

     

    What makes this campaign unique?

    The TV ad itself is path breaking as it has been amongst the 1st to juxtapose a 70’s Bollywood song to fit an insurance situation, bringing in satirical humour. ‘Claims’ is the moment of truth and raison de tre of the category. The Bharti AXA Life Solution comes in the form of the Dedicated Claims Handler who proactively contacts the customer and handles his claims process end to end.

     

    What is your biggest challenge today?

    Bharti AXA Life has been able to build strong brand recall in the consumers’ mind and we are now amongst the top life insurance brands in the country. The challenge going forward is to exceed customer expectations by unearthing powerful “proofs” that can truly redefine the category.

     

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