Bajaj Allianz takes Kung-Fu Pahwa to 56 cities

By Chhavi Tyagi , afaqs!, New Delhi | In Advertising | March 20, 2009
In an extension of its new television commercial, Kung-fu Pahwa, the insurance company has launched a road show to promote five of its products

Soon after the release of their latest television commercial featuring actor Manoj Pahwa, Bajaj Allianz, the insurance company, launched a road show to take the 'safety' brand proposition to its target consumers.

The road show is aimed at promoting five of the company's insurance plans, while educating the masses on the need for safety and planning in advance for unforeseen calamities.

As the TVC focuses on the safety aspect with the tagline, "Safety hai toh sab hero", the road show will take this brand thought forward. While the TVC was conceptualised by TBWA, the on-ground campaign has been conceived and is being executed by Dialect, Group M.

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Akshay Mehrotra, head, marketing, Bajaj Allianz Life, says, "Road shows are a great way of increasing interactivity with consumers. Through this road show, we hope to replicate the television commercial on-ground, and take the brand further with our target group."

As part of the campaign, seven floats will tour the chosen 56 cities, along with a team of insurance experts and a Kung-Fu black belt champion. In each city, the Kung-Fu champion will share five self-defence tactics with the crowd. These five Kung-Fu moves have been associated with the five insurance plans the company is promoting through the campaign - Traditional Safety Plans, Safe Maturity Plans, Safe Child Education Plans, Safe Pension Plans and Safe Family Heath. The floats have been branded in the colours used in the TVC, complete with a life-size cut-out of Manoj Pahwa in his TVC avatar.

Nithya Hariharan, business manager, Dialect, says, "The entire campaign is based on the safety aspect. While people are worried about their investments in these times of economic crisis, they are looking for the safest option available in this category. Therefore, bearing the safety keyword in mind, we came out with the concept of getting a Kung-Fu champion to talk about the various plans, while handing out some self-defence tactics."

While the insurance experts explain the advantages of insurance plans in times of the recent slowdown, the Kung-Fu champion will act as a crowd-puller. Through this idea, the company is also trying to leverage the connect already established by the TVC in consumers' minds.

This is not the first time that Bajaj Allianz has followed up the release of its commercials with a road show. A 16-city road show was launched a few days after the boxing TVC featuring Vijender Singh was launched. While the earlier road show was a huge success for Bajaj Allianz, this campaign has also drawn a good response, as more than 10,000 leads have already been generated.

On the question of the company taking its road shows to tier-II cities, Mehrotra remarks, "In larger towns, the level of awareness on insurance is already quite high. However, there is still some need to educate our consumers of the tier-II cities, to bring down the "alien-ness" of the category."