afaqs!

Bharti AXA: Securing dreams

By Satrajit Sen , afaqs!, New Delhi | In Digital | February 28, 2014
The digital campaign, which enabled people to speak about their dreams, saw participation from over 4000 people within a span of four weeks.

Everyone has dreams - and it's also a sad fact that we usually fail to act on or work for them. However, it is always great to have someone help in fulfilling the dream. Recently, Santosh Kumar Mishra realised his dream of providing higher education to his daughter in the United States, all thanks to Bharti AXA Life Insurance.

Winner of the online campaign

Secure My Dream TVC

Saujanya Shrivastava

The private life insurance joint venture between Bharti Enterprises and AXA had launched 'Secure My Dreams' online campaign which enabled consumers to share their dreams on securemydream.com. Within a span of four weeks, the online campaign garnered participation from over 4000 people.

Out of them, Santosh Kumar Mishra, a resident of Guwahati, got the opportunity to fulfil his dream of providing his daughter access to world class higher education by winning Rs 5 lakh.

Securemydream.com was a unique platform to enable customers to ascertain what it would take by way of investments to attain their dreams. Participants could log on to the website, fill in their details, submit their dream and a tagline to go along with it.

For every dream submitted on the website, Bharti AXA Life donated Rs 10 to a charity that works towards the empowerment of women and girls from the marginalised sections of society. Proceeds from the campaign will go towards the cause of their education. Secure My Dreams also provided a platform for Bharti AXA Life through Care India to empower the lives of women and girls from the marginalised sections.

The digital campaign was an extension of the company's TV campaign around the theme 'Secure my Dream' for the flagship product, Bharti AXA Life Secure Savings Plan. The campaign, conceptualised by Publicis, targets individuals who are planning for changing life stage needs and are looking for financial instruments that assure them guaranteed returns, thereby enabling them to realise their dreams.

The film revolves around the disappointment one faces when the returns are less than what was expected, resulting in compromises one is forced to make with regards to the dreams.

Announcing the winner of the campaign, Sandeep Ghosh, CEO, Bharti AXA Life Insurance, states, "Individuals want to be prepared for different life stages that bring with them their unique dreams and aspirations and life insurance as a financial tool empowers them in this endeavour. Driven by this philosophy, we at Bharti AXA Life launched 'Secure My Dream', our first online campaign which has received an incredible response. We are delighted to have made a difference by gratifying a dream. This has provided us impetus to continue our efforts in launching innovative and customer centric initiatives that resonate with our customers and help them secure their dreams."

Saujanya Shrivastava, chief marketing officer, Bharti AXA Life Insurance, says, "Consumers want to be prepared for different life stages that bring with them increased responsibilities. They want to invest in the appropriate financial tools that empower them to meet their financial goals and fulfil their dreams. Based on this consumer insight and extensive research, the Secure My Dream campaign was conceptualised as a 360 degree campaign with a strong digital leg to it."

Srivastava further explains that the category has a strong emotional connect because it provides protection and that was the reason why the campaign was emotionally knitted. The digital leg was also promoted on Twitter and Facebook that resulted in the Securemydream.com website getting 140,000 views in four weeks.

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