Safe drive: Bajaj Allianz

By afaqs! news bureau , afaqs!, New Delhi | In Marketing | October 28, 2011
Through the activity Drive Safely, the insurance company intends to create awareness about safe driving by providing simple tips like using a seat belt, wearing a helmet, and keeping the car in perfect condition.

In a bid to urge drivers across India to drive safely, life and general insurance brand Bajaj Allianz is executing a slew of activities titled Drive Safely.

The month-long campaign, which took off in September, is underway in eight cities -- Mumbai, Hyderabad, Chennai, Kochi, Bengaluru, Pune, Ahmedabad, and New Delhi. Through the activity, the insurance company intends to create awareness about safe driving by providing simple tips like using a seat belt, wearing a helmet, and keeping the car in perfect condition.

Bajaj Allianz has roped in Mercedes GP Petronas F1 driver Nico Rosberg as the global brand ambassador for the campaign.

As part of the campaign, various branded mobile vehicles lit with LCD screens have been placed in high visibility and footfall areas in the eight cities. At selected venues like HNI clubs and malls, LCD screens have been put up to showcase the F1 Team Mercedes providing tips for safe driving.

Rituraj Bhattacharjee, head, market management, Bajaj Allianz Life Insurance, says, "Studies show that nearly 1,50,000 deaths occur due to road accidents every year in India. Being an insurance company, we felt it is our duty to create awareness about safe driving."

He adds, "With the Formula One fever catching on across the country, there is a lot of frenzy about 'speed'. Hence, we felt, the time was apt to initiate the Drive Safely campaign across the country."

In addition to this, interactive branded zones (kiosks) called 'Bajaj Allianz Safe Zones', have been created in various malls. These will promote Bajaj Allianz's safety commitment, particularly amongst car owners across the country. At these zones, an emcee engages the crowd with interactive games such as an insurance and F1 quiz, jigsaw puzzles of the Bajaj Allianz logo, and snakes and ladders. Insurance consultants are also present at the venue to interact with consumers inside the zone, and promote various policies.

Bajaj Allianz Pit Stops have been created at petrol pumps in cities and on expressways, to provide car owners an experience similar to the F1 pit stop. All cars visiting the petrol pump will be given a free check-up (air check, oil check, wiper water check, wind screen and rear screen cleaning, and coolant check) at the Pit Stop within two minutes, and highlight the safety proposition of Bajaj Allianz towards customers.

An insurance policy scan of the vehicles is also being done through scanners, after which there is a safety contest and Bajaj Allianz Safety Stickers are put up on the cars as spot prizes. The Grand Prize will be F1 tickets.

Drive Safely is being executed by Grand Brand Solutions, a Delhi-based event agency.

Tapan Singhel, chief marketing officer, Bajaj Allianz General Insurance, mentions, "As an insurance agent of over 12 lakh cars every year, we are concerned about safe driving, since increased awareness means lesser accidents and fewer damages."

On the digital front, Bajaj Allianz has gone aggressive with social media. It has developed an online social game around racing and safe driving to promote Drive Safely. Bhattacharjee explains, "The online game will serve as a platform to generate leads for future sales endeavors, and will also enable an increased reach for the campaign owing to its viral nature."

The Facebook page, too, is creating quite a buzz. "There are interactive videos and quizzes to engage more people. From an online sales perspective, the campaign has boosted online sales during the campaign period by giving away free merchandise to customers."

A Bajaj Allianz contest about F1 and safe driving is also on air on radio. The winners stand a chance to win F1 merchandise and meet F1 race driver Nico Rosberg. Bus branding and cinema advertising is also being used to promote the activity.

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