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.

Storyboard:
The advertisement shows the Super Agent interacting with people at various locations in a live environment. For example, he sees a man watering plants in his garden. He approaches him and asks him whether he needs life insurance and the man gets apprehensive and says that he does not. So our Super Hero leaves.

In the next situation, we see a lady walking her child to school. The Super Agent approaches her and requests her to take the child plan. However, she responds saying that she can take care of her child and so does not need it.

The last situation shows a family sitting together, where the Super Agent asks the lady of the house to opt for the health plan as it would ensure a healthy family life. The lady replies that she provides for her family's every need and so would not require it.

The final shot shows the Super Agent telling everyone that they may be self sufficient now, but one never know what the future holds. Moreover, if you realise the importance of insurance and would like to check what cover would be best suited to your needs, the Bajaj Allianz Super Agent is just a call away.

The ad marks a shift from the earlier Bajaj Allianz Life Insurance campaigns that highlighted the perspective of 'Jaisi zaroorat, waisa insurance'.

The campaign now talks about the general attitude of the educated population towards insurance and how it needs to change.

Bajaj Allianz says that this ad campaign differs from others in the same segment, as it does not try to sell any insurance products.

Instead, it subtly underlines a major hindrance that plagues the entire insurance industry – which is that a vast majority of the public is ignorant about the fact that they need insurance – be it life, health, retirement or child plans. Even now, says the company, most people think that they are self sufficient and don't need insurance to protect them and their family.