in on India's moment of glory, Bajaj Allianz Life signed Olympic bronze medal winner Vijender Singh as its brand ambassador. The first slew of communication with the pugilist has just been released.
The earlier campaign dealt with the general approach of the prospective consumer towards life insurance and the effort an insurance agent makes to try to convince him to take up a policy. For three of the seven years that the company has been in India, it has used a mascot, Bajaj Allianz Super Agent, for its advertising. Customers could discuss fears and clear doubts with the mascot.
The new campaign will highlight the Bajaj Allianz product, Early Start Plans.
The ad ends with Singh saying that an early start is always a good idea.
Singh's recent win in the Olympics and his small town origins make him a strong contender to reach a larger audience, just like cricket whiz MS Dhoni.
"We wanted to use him in a boxing context, not too obviously, but in a smoother manner. The brief we got also highlighted an early start," says Parveez Shaikh, senior vice-president and executive creative director, M&C Saatchi, the agency which worked on the campaign.
The brief was to connect with the TG and encourage them to consider life insurance. M&C Saatchi tried to incorporate the 'start early' idea by showing the boxer's obsession - even when it got him into trouble - from the very beginning. Humour was a purposeful element because it works well, says Shaikh.
"The campaign will not use the print medium because it does not deliver well enough," says Mehrotra. The digital platform will be used with the creation of a functional microsite.
What the others think
Sandipan Bhattacharyya, executive creative director, BBDO India, isn't very impressed with the idea. "The ad doesn't affect, amuse or move me because it's as hackneyed as a K-serial plot. The writer probably thought of this way back on another client and finally managed to sell it."
Prathap Suthan, national creative director, Cheil Communications, thinks that the agency has done fairly well to use a boxer as a brand ambassador. "When someone takes out a life insurance policy, the idea is to protect and defend oneself against unseen harm. Therefore, when an accomplished boxer, who can knock the living daylights out of his opponent, tells you to buy insurance, it's in line with the brand ambassador," he says.