Bharti AXA Life Insurance aims to redefine life insurance through new positioning

 Bharti AXA Life Insurance, the private life insurance joint venture between Bharti Enterprises and AXA, has launched a new brand positioning: “Jeevan Suraksha Ka Naya Nazariya” (Redefining Life Insurance). The first proof point is said to be a service guarantee of “Release of Fund Value within 48 hours” of receiving a claim intimation.  

A new TVC communicating this service has been created by Grey and is currently on air. In the TVC, an elderly woman who has been recently widowed, comes to a life insurance office offering her departed husband’s possessions in exchange for the life insurance money he has left for her. Frustrated by the long wait for the money, she says that she is tired of making the trip to the insurance office time and again. The scene flips, and the woman now enters the Bharti AXA office, where she is warmly greeted by an employee. After filling up the papers, when she asks when she should come again, the employee replies that she can come anytime for tea, but the cheque for the claim money will reach her within 48 hours. The ad ends with the new positioning “Jeevan Suraksha Ka Naya Nazariya”.

Mark Meehan, chief marketing and operations officer, Bharti AXA Life, said, “In line with our overall objective of redefining the category- giving it a Naya Nazariya, we are signaling our commitment to customers through this campaign. We recognize that the customers today are looking for real and relevant solutions that address their expectations. Claim Settlement is one such moment of truth- when the family of the policy holder is in distress due to an unfortunate incident in their lives. At this time what they expect from the insurance company is promptness and care- that’s where the key consumer insight emanated from.”

Hari Krishnan, vice president and branch head, Grey Mumbai, said, “Within the category of Life Insurance, the products and promises are surprisingly similar from retirement plans to child plans to whatever else there is. As far as the emotional benefits go, again it’s mostly about the glorious post-retirement life or protecting the child’s bright future. In that context, here’s a product that truly differentiates itself. The task for us was in that sense, was simplified by the power of the product idea. Our insight stemmed from the high amount of skepticism with which consumers looked at products and promises, and how Bharti AXA is an agent of change in this world of ‘conditions apply.”
Rohit Malkani, executive creative director, Grey Mumbai, added, “The creative idea driven from the insight was- “why should your loved ones wait, for what is rightfully theirs”. And then our youngest writer Anuradha came up with a powerful yet real story that best brought alive this insight. It is a not just a story well told but a situation that will draw instant empathy and strike a deep emotional chord with the consumer“.

An integrated national multi media campaign has been rolled out to communicate the new brand positioning, which includes Television, Print, Outdoor and Digital.

Watch the TVC

Agency: Grey India

National Creative Heads: Amit Akali and Malvika Mehra

Creative Team: Rohit Malkani, Vijay Subramani, Amol Ghotkar, Anuradha Roy and Rucha Prabhune

Account Management: Hari Krishnan, Vineet Singh, Ajey Shetty and Poulami Dutta

Account Planning: Sagnik Ghosh

Production house: Equinox films

Director: Milind Dhaimade