Tata AIA Life Insurance, one of India's leading life insurance companies, has launched its new brand positioning theme, ‘Har Waqt Ke Liye Taiyaar’. The new theme highlights its focus on partnering with their consumers through diverse solutions and enabling them to lead a fikar-free life. It has been crafted in Hinglish and 6 other languages. To deliver this new brand theme, Tata AIA invited creative ideas from multiple agencies, eventually shortlisting the creative approach shared by Ogilvy India.
The campaign centers around its Brand Ambassador, India’s legendary athlete Neeraj Chopra. In an unusual story line, Neeraj is seen in multiple avatars of Fortune Tellers. They are ranting about losing business since consumers are now fikar-free about their future with Tata AIA Life Insurance solutions. The creative has a tone of humour to it and beautifully conveys the brand’s message of empowering its consumers to be always prepared and fulfill their aspirations, while Tata AIA has their back.
Commenting on the new brand philosophy / theme, Girish Kalra, Chief Marketing Officer, Tata AIA said, “Har Waqt Ke Liye Taiyaar’ is a clear, impactful and inspiring theme that effectively communicates our focus on partnering our consumers, enabling them to lead a fikar-free life. It resonates with our endeavor to offer innovative insurance, wealth creation, wellness and retirement solutions coupled with ‘best in class’ service to our consumers, always. The creative is quite unique since it showcases our Brand Ambassador, Neeraj Chopra, in ‘never seen before’ avatar. Our association with Neeraj over the last 2 years has been very exciting and fulfilling for both partners".