Bajaj Allianz Life Insurance launches new TV commercial to address the need for insurance

01 October 2008

Bajaj Allianz Life Insurance has launched a new television advertising campaign (TVC) that seeks to address the attitude of the educated population towards the need of insurance.

The short film portrays the prevailing attitude of the educated, relatively younger people, marked by complacency and lethargy towards the insurance category, stemming from the perennial ''I don't need insurance yet'' mindset.

The TVC aims to capture the problem faced by insurance agents every working day, portrayed by doors getting slammed on their faces.

According to Bajaj Allianz, the insurance category is still seen by the educated adults in India as meant for older people, linked directly to retirement and death. Bajaj Allianz says that it has tried to target a relatively younger families in the film, since they are the ones who need insurance the most.

The film also tries to create empathy for agents who tirelessly try to persuade customers to buy insurance, and would hopefully create a soft spot in the hearts of those who shut the doors on them.

Bajaj Allianz says that unlike other life insurance advertisements that play on the factors of fear, responsibility and death, its TVC talks about giving a chance to make your own life choices. Its 'Super Agent' acts as a guide with the characteristics of a Super Hero. He believes that every consumer has a right to make his own informed decision.