Bajaj Allianz rolls out 'Tax Emergency Vans'

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | December 11, 2009
The hi-tech information centres will travel across 30 cities simultaneously

Over the past few years, the insurance category, which works on the principle of building a close relationship with its TG, has become too cluttered. With a view to build trust with its TG, Bajaj Allianz has launched a nationwide on-ground tax campaign.

Based on the premise Meet-Save-Smile, a hi-tech van branded as 'Tax Emergency Van' will travel across 30 cities to disseminate information on tax planning. The van is fabricated to look like an ambulance, so as to magnify the importance and urgency of tax planning. A total of four vans, starting from Delhi, Pune, Hyderabad and Siliguri, have been employed for the simultaneous road shows across the country.

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As the van, equipped with tools of tax planning, enters a city, it will be reinforced by various activities such as games, contests, leaflet distribution, and one-to-one interaction with the local populace.

Each van will have 10 people, comprising MCs, promoters, supervisors, Bajaj Allianz tax consultants and agents equipped to offer solutions to tax-related queries.

Discussing the activity, Akshay Mehrotra, head, marketing, Bajaj Allianz, says, "We have taken a holistic view of how people go through the tax planning process. We decided to engage and help them not only to save their taxes, but also customize it to their needs by having a dedicated tax consultant, whereby they can decide the best possible life or health insurance policy there and then itself."

He shares that on-ground activities play a major role in building relationship with the consumers. The company has used networks of housing societies for various on-ground activities in the past.

The company has also placed stalls in 30 malls and 60 corporate offices across the country. The campaign is targeted at people in the age group of 25-40 years.

ECJ Augustine, head of sales, Bajaj Allianz Life Insurance, says, "This is the most innovative way of informing customers about the tax planning process. We provide an end-to-end solution of advising the best possible tax saving plan and also provide a facility where they can purchase the policies at the location itself."

The launch of the on-ground activities comes close on the heels of the release of the company's 'Tax Emergency? Mujhe Bulaiye' TVC. Besides these, the company has also used radio.

Mehrotra reveals that the company has spent more than 40 per cent of its ad budget on BTL activities.

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