Bajaj Allianz brings a co-branded TVC campaign with Love Aaj Kal

Company Brief

Mumbai, July 20, 2009

'Jiyo Befikar', is the message that actor Saif Ali Khan is conveying to people across all age groups through the latest Bajaj Allianz - Love Aaj Kal campaign.. Bajaj Allianz has tied up with the upcoming Saif Ali Khan and Deepika Padukone starrer Love Aaj Kal to spread the message of security & fearlessness amongst all age groups. The winners will get a chance to meet Saif Ali Khan in person.

This TVC Campaign features several clips of jiyo befikar moments from the film and is interspersed with the new Bajaj Allianz brand campaign, which has lyrics by Gulzaar Sahab, sung by Sukhwinder and music composed by Vishal Bharadwaj. The campaign conceptualized & ideated by P9 is currently running in 25 channels. Saif Ali Khan will be releasing his maiden home production Love Aaj Kal shortly and is looking to hear love stories from his fans across age groups straight from their heart in sync with the movie. The comfort zone between Saif and Deepika in the movie epitomizes how security can bring you happiness and comfort, which is the message Bajaj Allianz is looking to drive to its customers through its on-going 'Jiyo Befikar' campaign. The contest is open to everyone who would like to share their love stories by logging on to – www.jiyobefikar.com. They can narrate their love stories, upload pictures of loved ones and even be eligible for the “Jiyo Befikar” moments of the week which entitles them to win loads of prizes and gifts.

Bajaj Allianz's Campaign Jiyo Befikar highlights the fact that when you know there is some one to protect you, you can enjoy a carefree life "Jiyo Nidar". An interactive half an hour AFP (Advertiser Funded Programme) will also be aired on NDTV Imagine with Saif & Deepika talking about the film and discussing their thoughts on fearless and carefree moments in the film and life.

Commenting on this association, Akshay Mehrotra, Head Marketing, Bajaj Allianz Life said, "In a country where Bollywood stars are worshiped and revered and cuts across all segments, we have a unique opportunity to combine a reel love story with your real love story. Not all great love stories can make it to the silver screen and so we at Bajaj Allianz thought of giving viewers a chance to share theirs in our website and win a dream chance to meet Saif. We are also happy to note that over 10,000 have been the part of jiyobefikar.com and uploaded their moments in the site. In addition to this we have some innovative activisation planned to be run alongside the movie blockbuster."

Pritie Jadhav, Head – Branding, P9 Integrated, a division of Percept Ltd, said, "For Bajaj Allianz, this association helps them transform the way they want to communicate with its audience. The brand fit between them not only symbolizes but also reinforces the security, safety and care freeness messaging that they both exhuber. This affiliation will definitely help Bajaj Allianz enhance its brand recall and imagery and give the common man opportunities for instant gratifications."

For Further Information Please Contact:

Percept Profile

Durgesh Goswami

Tel: 98202 84823

Email: durgesh@perceptprofile.com