India’s leading private insurance company – Bajaj Allianz General Insurance Co. Ltd’s campaign ‘Maanta Nahi’ crossed a million views within a month of its launch. The campaign spanned from September 18 till October 07, 2014 through extensive use of platforms like Facebook, Google+ & Twitter for sourcing the lyrics and Youtube for the video release. Bajaj Allianz roped in WATConsult, a leading digital media agency in India, to execute this campaign.
Breaking free from notions pertaining to an insurance company following ordinary campaigns and ideas, BAGIC in association with WATConsult collaborated with youth icons – The Viral Fever – for a unique project that saw active participation across all social media platforms. Contrary to their communication, BAGIC came up with the idea of a witty song – Maanta Nahi, the lyrics of which were sourced from people online and conceptualized a unique funny video.
Commenting on the idea Aditya Sharma, Head – Digital Marketing, Websales, Travel Insurance, Home Insurance and Retail Health Insurance, Bajaj Allianz General Insurance Co. Ltd. says, “As a brand we are very conscious about educating the public about the need for insurance. Also, we are aware that sometimes, one has to inject a serious subject with some humour so that it catches on. The Maanta Nahi campaign was conceptualized based on this realisation, and we are confident that our message– ‘We listen to you,’ has gone across.”
To promote its communication of – ‘We listen to you’, the music video focuses on core issues faced by today’s youth where they are neglected, often misunderstood, and are misrepresented. The pun derived from a common expression among youth – “Yaar ye meri kyun maanta nahi? “, BAGIC & WATConsult imbibed and created the musical genius garnering over a million views. Endorsing the free thoughts online, the lyrics were sourced in the form of tweets and facebook posts reflecting real life incidents.
As Rajiv Dingra, Founder & CEO, WATConsult observed, “Digital is all about leveraging the power of crowdsourcing but most brands are not able to marry that with consumer insight. With the Maanta Nahi Campaign we were able to achieve the right combination of consumer insight, brand usp and crowdsourcing to create an entertaining as well as very effective campaign.”
Studies have shown that Internet users watching digital videos have risen from 56% in 2008 to 75% in 2013; People streaming videos, watch ads for at least 20 seconds with an average completion rate of 87% says Emarketer.