Where insurance is concerned, most consumers dread the traditionally long-drawn process of claiming the insured amount. Bharti Axa Life Insurance, in its new campaign, reassures consumers on this count, and promises to pay the fund insured within 48 hours of making the claim.
A voiceover then states, "Why should your near and dear ones go through trouble to claim their own money?" The voiceover adds that considering such problems, Bharti Axa has introduced a new solution, where the insured amount would be paid within 48 hours. At the same time, the scene changes and the old office is replaced by Bharti Axa's office, where an employee greets the old widow and makes her comfortable, while explaining the entire procedure. The TVC ends with the widow asking the agent when she should come next. The agent replies that she's welcome to come anytime for a cup of tea; while she would get the money within 48 hours anyway.
The TVC has been conceptualised by Grey. The creative team at the agency includes Amit Akali, Malvika Mehra, Anuradha Roy, Vijay Subramani and Rohit Malkani; while the servicing team includes C Harikrishnan, Vineet Singh, Poulami Dutta, Ajey Shetty and Sagnik Ghosh in planning.
Speaking on the campaign, Rohit Malkani, executive creative director, Grey, says, "As Bharti Axa was looking at creating a difference in the insurance sector, the brief for the campaign was to highlight the 48-hour factor. Keeping that in mind, we looked at the widow situation, which is one of most realistic situations, wherein a widow is harassed for her own money by the insurance company. Thus, through the TVC, the consumer gets a real demonstration of Bharti Axa's promise to return the claimed fund within 48 hours."
Living up to expectations?
For Lubna Khan, senior planning director, Cheil Worldwide, brands in the insurance category promise a world of benefits to the consumer, but it's very natural for people to be sceptical about how they and their loved ones will be dealt with at the moment of truth -- when it's time to hand over the money.
Khan adds, "The Bharti Axa film taps into this insight through an emotionally resonant film that uses cues of change, empathy, simplicity and reassurance to define its claims process. It's a route that brings to life in a tangible way a fairly diffused and intangible brand promise of 'a new outlook on life insurance'. It also cleverly positions itself as the antithesis of public sector insurers, who as government institutions, suffer from the perception of callousness and inefficiency."