The campaign targets individuals who are planning for the changing life stage needs and are looking for financial instruments that assure them guaranteed returns thereby enabling them to realize their dreams. The film revolves around the disappointment one faces when the investments returns are less than what was expected resulting in compromises one is forced to make with regards to their dreams.
Announcing the launch, Saujanya Shrivastava, Chief Marketing Officer, Bharti AXA Life Insurance said, “Consumers want to be prepared for different life stages that bring with it increased responsibilities. They want to invest in the appropriate financial tools that empower them to meet their financial goals and fulfill their dreams. Based on this consumer insight and extensive research, our new ad campaign portrays Bharti AXA Life’s Secure Savings plan as an ideal product that offers up to 10% guaranteed additions on cumulative base premiums paid. We are confident that our new campaign will resonate with our customers aspiring for ‘Protection’ and ‘Savings’ at every life stage.”
Adding to the creative angle Bobby Pawar, Creative Head of Publicis said, “People are not just expecting returns on their investments but are hoping to fulfill their dreams. Very often the returns do not live up to those expectations and that leads to disappointment. This has been brought alive in the TVC through a middle aged couple who isn’t looking at life as winding down but views it as a new innings, aspiring for new experiences and a chance to fulfill their unfinished dreams. In this film we have a lovely 50 something couple who were not able to have their big wedding. And they now want to fulfill their dream of a big fat wedding party on their 25th wedding anniversary but are left disappointed and shocked when they don’t get what they had expected.”
Taking the proposition forward Bharti AXA Life also introduces a robust digital campaign called “Securemydream.com”. It is a unique platform to enable customers to ascertain what it would take by way of investments to attain their dreams. Participants can log on to the website, fill in their details and submit their dream and a tagline to go along with it. One lucky winner will get his/her dream fulfilled by Bharti AXA Life. A special jury has been set up by Bharti AXA Life to ascertain the winner.
Besides this Bharti AXA Life will also fulfill other’s dreams too. For every dream that is submitted on the website, Bharti AXA Life will donate Rs 10 to a charity that works towards the empowerment of women and girls from the marginalised sections of the society and proceeds from the campaign will go towards the cause of their education.