Bajaj Allianz ends road shows on a high note

By Chhavi Tyagi , afaqs!, New Delhi | In Advertising | December 22, 2008
Bajaj Allianz did a number of road shows in Tier II cities in a lead-generation exercise, teaching its target consumers some financial concepts on the way


Allianz launched an on-ground lead-generation exercise in mid-November as an extension of its television commercial with Olympic bronze medal winner Vijender Singh. The campaign came to an end last week and, by the looks of it, the report card has been good!

Akshay Mehrotra, head, marketing, Bajaj Allianz Life, says, "Through this campaign, we wanted to explain to our target audience the benefits of starting early - just like our brand ambassador Viju, as seen in the TV commercial."

The month-long on-ground activation, which was an extension of the TVC released in early November, was launched 15 days after the TVC started airing on various channels.

As a part of the activation, road shows were taken to 16 Tier II cities such as Rohtak, Kochi, Indore and Bhopal. The travelling team had insurance experts who interacted with prospective consumers. Apart from informing them about the advantages of taking insurance policies, the experts also told them which plans were most appropriate for them.

The travelling van, filled with cutouts and displays of Vijender Singh on its screens, highlighted the brand ambassador's endorsement.

The campaign was executed by Big Reach, the activation cell of Big FM, which was appointed by Dialect, Group M. Manoj George, national head, Big Reach, says, "We got the brief from Dialect to inform the prospective consumers about the advantages of starting early on insurance in a bid to generate the maximum possible leads for the brand."

He adds, "The response on the leads gained was stupendous. We also had experts coming with us in the road shows to explain the different plans to the audience."

When asked about the importance of below-the-line (BTL) for a financial product, Mehrotra says, "The reach factor of this medium is very high. As there is hardly any touch and feel factor in a financial product, BTL helps us in giving it that."

© 2008 afaqs!