TBWA/India bags Allianz account

Following a multi-agency pitch, TBWA/India has bagged the creative duties for Allianz. The media duties will be handled by Maxus. The size of the business is pegged at Rs 7-10 crore.

Speaking to agencyfaqs!, Atul Kulkarni, strategic brand manager, Asia Pacific, Allianz Group Marketing, says, “There are two primary reasons why we chose to award the business to TBWA/India. Firstly, we share an excellent working relationship with the agency due to the Bajaj Allianz, Allianz and Bajaj Auto accounts. Secondly, TBWA/India is a part of the Omnicon Group and, internationally, Allianz is associated with Omnicon.”

He elaborates, “TBWA has designed the Allianz Cup Trophy, which will be unveiled in Lahore before the Test series kicks off. The agency has also created TV commercials and supported branding initiatives such as the Allianz Cup Signature Drive, which aims at collecting a million signatures from the public, with messages of support and good luck wishes for both the India and Pakistan teams.”

However, both the agency and client are confident that Allianz’s brand building plans in India extend well beyond sport. There will be a high impact multimedia campaign launched after the Allianz Cup, which aims to reach the significant Indian market as well as appeal to the innovative and hi-tech approach of the target audience.

Kurien Mathews, director, TBWA/India, says, “Our primary objective and challenge is to establish the brand Allianz in India. The primary target group is male (aged between 30 and 55 years) SEC A+ and A, residing in the top 15-20 cities of India.”

Meanwhile, Allianz will also continue to build its joint venture brand, Bajaj Allianz, in India.

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