Contract to share Bharti AXA with Grey Worldwide

By , agencyfaqs! | In Advertising | December 19, 2006
Grey's mandate will be to support the national launch of the AXA Plan campaign, which has been very successful worldwide. Internationally, too, the business is handled by Grey Worldwide

Six months

ago, Bharti AXA, a 74:26 joint venture between Bharti Enterprises and AXA Asia Pacific Holdings, awarded its creative duties to the WPP agency, Contract. Now it has added another agency to its roster, Grey Worldwide, another WPP agency. The business will be handled by the agency's Mumbai branch.

In June 2006, when Bharti AXA awarded its business to Contract, Grey Worldwide was close behind in the race. In fact, Grey was the only other agency besides Contract to have made it to the final round of presentations. For the uninitiated, internationally, Grey Worldwide handles the AXA business. This is the key reason why Grey India has been added to Bharti AXA's roster.

The story is that AXA has an investment and insurance scheme called AXA Plan, which has been a great success worldwide. The campaign for the business was handled by Grey Worldwide internationally. Now Bharti AXA plans to launch the AXA Plan in India.

The plan is backed by two great campaign themes. One of these, 'Whatever Your Plans, You Can Be Confident that Bharti AXA Will Bring Them to Life', is to be launched in India.

Nitin Chopra
"As this campaign is handled by Grey globally, it was logical for us to use its services in India," says Nitin Chopra, CEO, Bharti AXA Life Insurance. The campaign will run for the next few months.

Grey's mandate will be to support the national launch of the AXA Plan campaign.

Chopra says a mass media strategy will be used for the campaign. Within mass media, TV will be the lead media, supported by outdoor and other strategic media vehicles.

The outdoor campaign has already started and can be seen around Mumbai.

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