4Ps B&M: Can you elaborate on your rural strategy? What proportion does rural business account for in Bajaj Allianz Life Insurance?
AM: The rural business has its own challenges in terms of acquisition cost and service delivery mechanism. As per the regulators, certain amount of business has to be from rural areas each year and we have been achieving this every year.
4Ps B&M: What was the idea behind the ad campaign “Safety Hai to Sab Hero” and the Ghajini TVC? How has been the response so far?
AM: Both these call campaigns have helped get instant recall to the brand. Also these campaign have instant connect with the mass audience as they were very topical in nature.
4Ps B&M: What have you done during last six months in terms of your marketing and how has been the response to it?
AM: The last six month saw brand Bajaj Allianz being a highly visible brand. We have carried on a communication strategy to be highly visible and remembered. We are very happy with our improved brand recall. Bajaj Allianz today is a popular brand and features in the top 50 service brands. Recently Bajaj Allianz has unveiled its new campaign ‘Jiyo Befikar’. This is the first campaign by Bajaj Allianz that directly emphasises the brand and not the products they offer. It highlights Bajaj Allianz’s promise to give you Hifaazat (protection) by enhancing your financial opportunities and protecting you and your family from all risks. This campaign also incorporates the new tag line – Bajaj Allianz Insurance, ‘Jiyo Befikar’. This deliberate shift from functional communication to a more expressive communication based on real life situations, has been developed on the basis of various consumer insights and research. These insights clearly revealed that there is a need to create a much stronger connection with Bajaj Allianz’s target audience.
At Bajaj Allianz, we believe in staying by the consumers’ side at every stage of his life and this translates into our new positioning. The new brand television commercial conveys these emotions through real life situations of people living carefree because they are protected by their loved ones. Conceived by M&C Saatchi and shot by Dungarpur Films, this film’s lyrics have been composed by none other than Oscar winner Gulzar, while the music has been composed by Vishal Bharadwaj and the song is sung by Sukhwinder Singh.
4Ps B&M: What innovative products do you plan to come out with in the future?
AM: Bajaj Allianz has launched several innovative products keeping in mind the needs of the customers. Some of them are – Capital Shield, Protection Plus. We have recently launched a sub-brand for women and child products under the name – Miss Confident.
4Ps B&M: A host of banks and others have evinced keen interest in setting up insurance ventures. Do you think this will lead to overcrowding?
AM: The Indian market is huge enough to accommodate a number of players. India had over 220 insurance companies prior nationalisation in 1956. At that time due to lack of control and lax regulations the sector could not be monitored as it is now. More number of players would only benefit the consumers and at the same time puts the existing players on its toes to perform better.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2009
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
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AM: The rural business has its own challenges in terms of acquisition cost and service delivery mechanism. As per the regulators, certain amount of business has to be from rural areas each year and we have been achieving this every year.
4Ps B&M: What was the idea behind the ad campaign “Safety Hai to Sab Hero” and the Ghajini TVC? How has been the response so far?
AM: Both these call campaigns have helped get instant recall to the brand. Also these campaign have instant connect with the mass audience as they were very topical in nature.
4Ps B&M: What have you done during last six months in terms of your marketing and how has been the response to it?
AM: The last six month saw brand Bajaj Allianz being a highly visible brand. We have carried on a communication strategy to be highly visible and remembered. We are very happy with our improved brand recall. Bajaj Allianz today is a popular brand and features in the top 50 service brands. Recently Bajaj Allianz has unveiled its new campaign ‘Jiyo Befikar’. This is the first campaign by Bajaj Allianz that directly emphasises the brand and not the products they offer. It highlights Bajaj Allianz’s promise to give you Hifaazat (protection) by enhancing your financial opportunities and protecting you and your family from all risks. This campaign also incorporates the new tag line – Bajaj Allianz Insurance, ‘Jiyo Befikar’. This deliberate shift from functional communication to a more expressive communication based on real life situations, has been developed on the basis of various consumer insights and research. These insights clearly revealed that there is a need to create a much stronger connection with Bajaj Allianz’s target audience.
At Bajaj Allianz, we believe in staying by the consumers’ side at every stage of his life and this translates into our new positioning. The new brand television commercial conveys these emotions through real life situations of people living carefree because they are protected by their loved ones. Conceived by M&C Saatchi and shot by Dungarpur Films, this film’s lyrics have been composed by none other than Oscar winner Gulzar, while the music has been composed by Vishal Bharadwaj and the song is sung by Sukhwinder Singh.
4Ps B&M: What innovative products do you plan to come out with in the future?
AM: Bajaj Allianz has launched several innovative products keeping in mind the needs of the customers. Some of them are – Capital Shield, Protection Plus. We have recently launched a sub-brand for women and child products under the name – Miss Confident.
4Ps B&M: A host of banks and others have evinced keen interest in setting up insurance ventures. Do you think this will lead to overcrowding?
AM: The Indian market is huge enough to accommodate a number of players. India had over 220 insurance companies prior nationalisation in 1956. At that time due to lack of control and lax regulations the sector could not be monitored as it is now. More number of players would only benefit the consumers and at the same time puts the existing players on its toes to perform better.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2009
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
IIPM fights meltdown, places 2300 students By Education Mail Bureau
Delhi/ NCR B- Schools get better By Swati Sharma
Event at IIPM
Detail of all IIPM branches
IIPM set to beat economic slowdown
IIPM Admission Detail
IIPM - Admission Procedure
IIPM, GURGAON
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