Studies have shown that internet users watching digital videos across the world have risen from 56 per cent in 2008 to 75 per cent in 2013. People streaming videos, watch ads for at least 20 seconds with an average completion rate of 87 per cent, says Emarketer.
The brand collaborated with The Viral Fever for a project that saw active participation across all social media platforms. The idea was to produce a witty song, the lyrics of which were sourced from people online and transformed to a funny video. The lyrics were sourced in the form of tweets and facebook posts reflecting real life incidents.The video has so far crossed 1 million views on YouTube.
To promote the brand's communication of - 'We listen to you', the music video focuses on core issues faced by today's youth where they are neglected, often misunderstood, and are misrepresented.
Commenting on the idea, Aditya Sharma, head, digital marketing, Websales, Travel Insurance, Home Insurance and Retail Health Insurance, Bajaj Allianz General Insurance, says, "As a brand we are very conscious about educating the public about the need for insurance. Also, we are aware that sometimes, one has to inject a serious subject with some humour so that it catches on. The Maanta Nahi campaign was conceptualised based on this realisation, and we are confident that our message- 'We listen to you,' has gone across."
Rajiv Dingra, founder and CEO, WATConsult says, "Digital is all about leveraging the power of crowdsourcing but most brands are not able to marry that with consumer insight. With the Maanta Nahi Campaign we were able to achieve the right combination of consumer insight, brand usp and crowdsourcing to create an entertaining as well as very effective campaign."
The company has been engaging with its core TG through digital. In March 2014, Bajaj Allianz had come up with a campaign that aimed to bring a change in the auto suggestions on a search engine and thus change perceptions of people. The campaign was a part of its initiative called Jiyo Befikar Women, which was launched in 2011 with an intention to highlight and reward accomplishments by women from various fields.
The insurance market in India is valued at more than Rs 1 lakh crore and Bajaj Allianz's share in the market is around 2.8 per cent. For FY 2012-13, the company issued more than 7,30,000 policies. Bajaj Allianz is also the No.1 player among the non-bank promoted insurance companies.
Bajaj Allianz started operations in India in 2001 with a paid up capital of Rs 110 crore. It is a venture between Bajaj Finserv Ltd and Allianz SE. Allianz SE has more than 119 years of financial experience and is present in over 70 countries around the world. It offers products in motor insurance, life insurance, health insurance, life insurance, travel insurance and home insurance.