Bajaj Allianz launches Safe Plans

Bajaj Allianz has launched a new campaign to promote its new offering, Safe Plans. The campaign has been designed by TBWA India.

Watch the TVC here:

Explaining the idea behind the campaign, Rahul Sengupta, NCD, TBWA India says, "We had to create a campaign around safety to launch Bajaj Allianz' new offering, Safe Plans. We wanted to show high action stunts performed by an average Joe, a normal guy who would do stunts because he is covered by safety."

The creative team includes Shiv Sethuraman and Rahul Sengupta. The film is produced by Red Ice Films and directed by Siddharth Sikand.

The media mix includes outdoor, TV and radio. The agency has also created a website for Safety Plans which features the campaign, behind the scenes clips along with the information on Safety Plans.  The company has also launched BTL initiatives. Says Akshay Mehrotra, head – marketing, Bajaj Allianz Life Insurance, "In terms of ground activation, we have covered about 60 towns where our people talk about the Safety Plan and Kung Fu professionals teach self defence stunts to the consumers."

According to Mehrotra, the campaign has received decent response till now. "We have received approximately 800-1000 SMSes till now and 7000 customers have visited the website," he says.