Bajaj Allianz unveils its new brand campaign – Jiyo Befikar

Bajaj Allianz has unveiled its new campaign ‘Jiyo Befikar’ with the premise –When you know there is some one to protect you, you can enjoy a carefree life (jio nidar).  The original composition in Hindi reveals – “Ye kis pyari hifaazat mein ho, befikri ki halat hai…”
This is the first campaign by Bajaj Allianz that directly emphasizes the brand and not the products they offer. It highlights Bajaj Allianz’s promise to give you Hifaazat (loving protection) by enhancing your financial opportunities and protecting you and your family from all risks so you can live life to the fullest. This campaign also incorporates the new tagline – Bajaj Allianz Insurance, ‘Jiyo Befikar’ or ‘Live Carefree’.
This deliberate shift from functional communication to a more emotional 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. Hence, the birth of Hifaazat and Jiyo Befikar – a campaign, which is slated to break on the weekend during the T20 World Cup.

“Bajaj Allianz touches over 15 million customer’s across age groups, geographies and income classes. We will to communicate to people that we are there to protect them. When they entrust their protection to Bajaj Allianz, we promise to give them ‘hifaazat’ by enhancing their financial opportunities through protecting them and their family from risk. Making sure you can live life to the fullest.” says Akshay Mehrotra, Head – Marketing and Corporate Communication, Bajaj Allianz. 

He further added, ‘At Bajaj Allianz, we believe in staying by the consumers’ side at every stage of his life and this translates into our new positioning’.

Rajiv Sabnis, Executive Director of M&C Saatchi Communications elaborates, “Protection or Hifaazat is a human instinct. People want to instinctively protect their near and dear ones from harm’s way. This human insight is at the centre of the creative strategy. The film sensitively portrays the protective and hence carefree relationship between loved ones.”

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.

The first commercial begins with a boy jumping off a rock into a river. The camera pulls out to show him jumping into his father’s arms. A shot of a woman riding a bike carefree follows. While the camera pulls out to show that she is securely tied to her husband and hence does not need to hold on. A shot of girl with a fractured leg on a wheelchair follows, while the camera pulls out to show that she is being pushed by her father and is hence secure. While the last shot depicts an old man sky-gliding with the help of an instructor.

The next commercial shows a girl leaning dangerously out of a train. The camera pulls out to show that she is being held securely by her husband. The next shot is of a girl balancing on a roof, while the camera pulls out to show her husband catching her as she falls off. The next shot is of a little boy riding a cycle hands-free. The camera pulls out to show his father pushing the cycle. While the last shot depicts an old man sky-gliding with the help of an instructor.

Film credits:
Agency- M&C Saatchi- Parveez Shaikh, Hemant Sapre and Shaista Vaishnav
Director- Shivendra Singh
Producer- Dungarpur Films
Lyrics- Gulzar
Music- Vishal Bharadwaj
Singer- Sukhwinder Singh

About Bajaj Allianz: Bajaj Allianz is one of the leading Private Sector Life & General insurance companies in India. Bajaj Allianz is a union between Allianz SE, the world’s leading insurer and Bajaj Finserv Limited (recently demerged from Bajaj Auto Limited, one of India’s most respected names). Allianz SE is a leading insurance conglomerate globally and one of the largest asset managers in the world, managing assets worth over a Trillion Euros (over Rs. 55,00,000 crores).

At Bajaj Allianz, customer delight is our guiding principle. Ensuring world class solutions by offering you customized products with transparent benefits supported by the best technology is our business philosophy.

Bajaj Allianz began its operations in 2001 and today has a pan-India presence with over with offices and presence in over 1100+ towns in the country. The companies have been constantly expanding its operations to be close to their customers.

Bajaj Allianz Life Insurance has developed insurance solutions that cater to every segment and age-income profiles. Currently Bajaj Allianz has a strong product portfolio of over 30 flexible products and caters to all kinds of customer needs from ULIPs to child plans, from group insurance to health insurance. There are further simple and need-based products in the pipeline. In 08-09, Bajaj Allianz Life Insurance was the only life insurance company to generate profits of Rs.45 crores. The company has 7.4 million in-force policies and the Gross Written Premium was Rs.10,624 crores.

Bajaj Allianz General Insurance is one of the leading private general insurance companies in India and is offering various general insurance products like motor insurance, home insurance, health insurance and also unique insurance plans such as Wedding insurance, Event Insurance, Film insurance.

Bajaj Allianz General Insurance has received a rating of “iAAA”, which is the highest rating for claims paying ability from ICRA Limited (an associate of Moody’s Investors). This rating has been affirmed for the last two years consecutively.

As on 31st March 2009, the company garnered Rs.2649 crores, a growth of over 10% over the last year. During the year, the company once again emerged as the only private general insurance company to cross Rs.100 crore mark in Profit before Taxes by generating Rs.150 crores. The company issued over 7.6 million policies, which reflects our capability to handle volumes and strong infrastructure. The company also paid claims worth Rs.1980 crores in the fiscal 08-09.