Bajaj Allianz Life Insurance has appointed Percept/H to handle the creative duties for the insurance company’s ‘Capital Shield’ product on a project basis. A TVC created by the agency broke last week. Bajaj Allianz has earmarked Rs. 7 crore for this 6 week campaign.
Commenting on the account, Dilip Marathe, Creative Head, Mumbai, Percept/H, said, “The mandate is to do a complete brand surround campaign for Capital Shield. We were involved in the conceptualization, execution and deployment of the entire campaign.”
Said Ajay Verma, Sr. Vice President (Mumbai), Percept/H, “Given the current market situation, we needed to dramatize the core benefit, that the principal investment in Capital Shield will not be affected, whatever the market situation. Plus the investor stands to get a double tax benefit. This brief was executed through the film and surround communication which is now on air.”
“The project was given to us based on our understanding of the category carried out by Sujay Nanavati our planning head & account management led by Samarth Shrivastava AVP & Mohit Totlani CSD which translated into great creative ideas conceptualized by Iqbal Raj (NCD) & Dilip Marathe, the ideas were simple yet path breaking,” he adds.
The film opens with a man being tied up by the Mafioso and thrown into the sea, a mafia head then mutters ‘Ab ise kaun bachayega!’ to their surprise, we see the man springing back from the sea into the air, the man replies – ‘Capital Shield!’ – The film then goes on to explain that the product gives a guarantee on investment and also gives a double tax benefit.
When asked about the reason for roping in two new agencies, Akshay Mehrotra, Head – Marketing and Communications, Bajaj Allianz Life Insurance, replied, “We needed a fresh perspective on the brand. This apart, our advertising exposure had gone up considerably.”
Percept/H, a 50:50 joint venture of Percept with Hakuhodo Inc., Japan, is the flagship advertising agency of Percept Limited. Percept/H is the brand custodian for their clients and ensures planning support and creative execution through innovative ideas and originative mediums. Percept/H is unique in its 360o offering of advertising, with the strong support of media, PR and entertainment services provided by the specialized companies of Percept Limited. It services various Indian and multinational brands in India. Percept/H is a Percept-Hakuhodo Company. With capitalized billings of about INR 1,600 crores (FY’08), Percept (entertainment, media and communications company), today, is at an enviable leadership position with a team of over 1,000 people and 62 offices across India and the Middle East.