What if fortune tellers were to get together, like in an association, and discuss their business and challenges? Farfetched as the idea is, it has its hilarious moments in this Tata AIA brand film. Brand ambassador and athlete Neeraj Chopra plays the role of four fortune tellers huddled around a table, discussing how Tata AIA Life Insurance solutions have made people worry-free – and hence their future full of uncertainty.
The campaign has been conceptualised by Ogilvy India and conveys the brand’s message of empowering its consumers to always be prepared and fulfill their aspirations, while Tata AIA has their back. A consumer survey conducted post release of the campaign shows 96 pc of the 500 respondents liked/ loved the campaign creative and messaging.
Commenting on the new brand philosophy, Girish Kalra, Chief Marketing Officer, Tata AIA said: “‘Har Waqt Ke Liye Taiyaar’ is a clear, impactful and inspiring theme that effectively communicates our focus on partnering our consumers, enabling them to lead a fikar-free life. It resonates with our endeavour to offer innovative insurance, wealth creation, wellness and retirement solutions coupled with ‘best in class’ service to our consumers, always.”
Tata AIA had launched its new brand positioning theme, ‘Har Waqt Ke Liye Taiyaar’ after multiple consumer research exercises that captured the macro trends as well as targeted surveys to gauge response to specific positioning options.
Kalra added, “The creative is quite unique since it showcases our Brand Ambassador, Neeraj Chopra, in ‘never seen before’ avatar. Our association with Neeraj over the last two years has been very exciting and fulfilling for both partners. We are committed to building on this further in the years to come. He is an inspirational personality, rooted in his behaviour and an amazing human being.”
Sukesh Nayak, CCO, Ogilvy India, added, “Tata AIA’s unique offerings are designed to keep people ‘Har Waqt Ke Liye Taiyaar’. Building on this platform, the campaign takes a tongue-in-cheek view of how fortune-tellers would react to a world in which everyone is fikar-free for their future, thanks to TATA AIA’s life insurance plans. And who better to bring this alive than an elite athlete like Neeraj Chopra for whom being prepared makes all the difference. The country has time and again seen Neeraj’s talent with the javelin, but in this campaign, we hope his masterful acting – pulling off four different avatars – will wow audiences.”
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