Assignments for Creative Brand Management Track

Adcenter:
“You have been put in charge of your agency’s new business. Name three brands you would like to represent, and tell why. For each brand, describe what your agency would do differently that would cause the client to hire you.”

Why Bajaj Allianz General Insurance?

Insurance is a young market as far as India is concerned. I would seek the business of Bajaj Allianz General Insurance, because providing creative solutions for an insurance brand would be quite a challenge. To broach the subject of insurance with customers is not easy, as it can invoke basic fears of the customer leaving a bad taste. There is sameness to insurance advertising and with Bajaj Allianz General Insurance I wish to portray insurance in a new light.

About Bajaj Allianz

Bajaj Allianz General Insurance Company Limited, a joint venture between Bajaj Auto Limited and Allianz AG of Germany, has been operating in the Indian insurance space since 2001 [R5]. Exploiting the highly penetrative distribution facilities of Bajaj Auto, a 55 year old Indian auto major, the company succeeded in taking the No. 1 position among private non-life insurance players in India [R6]. The company ranked second in a list of Best Companies in the insurance sector issued by the magazine, The Business World, in 2006 [R5].

Recent Communication

The latest advertising from Bajaj Allianz showcases the different insurance plans the company offers through a montage of people in different situations:

Voice Over	Superimposition
A man meeting his father-in-law:“My father-in-law once asked me, ‘can you keep a family?’”	“Solutions to protect you and your family”
A car owner in a crowded street:“This car means everything to me”	“Reliable coverage on the road.”
An executive working late in office:“I wanted my investments to work as hard as me”	“Quality investment solutions”
A newly wed couple enter their home. The husband exclaims: “I want to protect her forever”	“Financial security for your family”
An old man in a family lunch with grand children: “It feels good to have made the right decisions”	“Financial solutions from A–Z”

The current advertising is sophisticated and a decent presentation of the services provided by Bajaj Allianz.

The Pitch

Loosen the tie and curl up the sleeves of the brand.

Communication Strategy

It was only in 2000 that India opened its markets to insurance companies from beyond its borders before which only two state owned companies operated in the market. Hence, India is still an under-insured country and there is still need to convince the benefits of insurance.

The advertising campaign would promote the security and confidence that insurance provides. The insight the campaign would bank on is the role of the mother in fixing problems of their children.

Script for a Television Commercial

Two families set out of their respective homes, each in full numbers—middle aged husband and wife couple, their children, and the parents of each man. They are seen at an auto showroom, gleeful buying a new car each for the family. They garland the car, tie chilli and lemon to the car (an anti-dote to evil eyes, commonly tied to all precious possessions in India) and set out on a ride of the city. The cars of the two families bump into each other, quite literally. Shocked, the men behind the steering wheels walk out and look at each other. Suddenly, both start crying like babies and call out for their mummies to fix the damage, just as kids would fall back upon their mothers to fix whatever mess they find themselves in. The two old mothers walk out from their respective cars and calm their children, patting their sons’ back. As the voice over remarks:

“Let mummy mend your heart. We’ll take the bill for the rest

Bajaj Allianz General Insurance — We’ll take the bill”

Making a case through ambient media

The strategic use of ambient media is suggested to remind customers of the benefits of insurance and would help in standing out from other brands.

The Medium

A thin mat of advertising placed flat on the ground right before a manhole on the sidewalk.

The Message

“Confident to take the next step in life?
Bajaj Allianz General Insurance”