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Tag: Tata AIA Life Insurance

  • Tata AIA partners with its consumers to make them“HAR WAQT KE LIYE TAIYAAR”

    Tata AIA partners with its consumers to make them“HAR WAQT KE LIYE TAIYAAR”

    Mumbai: Tata AIA Life Insurance (Tata AIA), one of India’s leading life insurance companies, has launched its new brand positioning theme, ‘Har Waqt Ke Liye Taiyaar’. The new theme highlights its focus on partnering with its consumers through diverse solutions and enabling them to lead a fikar-free life. The new positioning expands the brand’s focus on protection, effectively conveyed by the earlier theme of ‘Rakshakaran Ki Reet’.  It thus enables Tata AIA to become a lot more relevant and add value to consumers across the many special moments in their lives.

    The new positioning was finalised after multiple consumer research exercises that captured the macro trends as well as targeted surveys to gauge response to specific positioning options developed. ‘Har Waqt Ke Liye Taiyaar’ stood out as the preferred choice for most of consumers across geographies, gender, age groups etc. It especially resonates with the young and middle age groups. It is perceived as lively, action-oriented, and positive and projects a ‘with you’ attitude.  Most importantly, the fact that ‘Har Waqt Ke Liye Taiyaar’ has been crafted in Hinglish and 6 other languages, the connection it establishes with people from different regions of Bharat is very encouraging.

    To deliver this new brand theme, Tata AIA invited creative ideas from multiple agencies, eventually shortlisting the creative approach shared by Ogilvy India. The campaign centers around its Brand Ambassador, India’s legendary athlete Neeraj Chopra. In an unusual storyline, Neeraj is seen in multiple avatars of Fortune Tellers. They are ranting about losing business since consumers are now far free about their future with Tata AIA Life Insurance solutions. The creative has a tone of humour to it and beautifully conveys the brand’s message of empowering its consumers to be always prepared and fulfil their aspirations, while Tata AIA has their back. A consumer survey conducted post-release of the campaign shows 96 per cent of the 500 respondents really liked/ loved the campaign’s creative and messaging.

    Commenting on the new brand philosophy/theme, Tata AIA chief marketing officer Girish Kalra said: “‘Har Waqt Ke Liye Taiyaar’ is a clear, impactful and inspiring theme that effectively communicates our focus on partnering with 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.”

    Girish adds, “The creative is quite unique since it showcases our Brand Ambassador, Neeraj Chopra, in a ‘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.”

    Ogilvy India CCO Sukesh Nayak 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 4 different avatars, will wow audiences.”

    To promote the new brand theme campaign, TATA AIA has taken a multimedia approach focusing on OTT, TV and music Apps. The brand has tied up with Disney Hotstar and will be displaying the campaign creatives more than 500 million times during the India-played matches as well Semi-finals and finals of the ICC Men’s Cricket World Cup 2023. The campaign will also be telecast on 25 TV News channels in seven languages across 14000 ad spots spread over a period of 45 days. Additionally, the brand has also allied with Jio Saavn for video ads to be played with song lists.

    Tata AIA Life Insurance is a leading brand in the market. It offers diverse solutions including Term Insurance, Guaranteed Income plans, and health and wellness solutions as Retirement products for a diverse set of consumers including Women, HNI, NRI, MSME, and pre-retirees across the length and breadth of India.

  • Tata AIA Life Insurance launches media campaign ‘Rakshakaran Heroes’

    Tata AIA Life Insurance launches media campaign ‘Rakshakaran Heroes’

    MUMBAI: Tata AIA Life Insurance has launched the media campaign Rakshakaran Hero that addresses the major concern of green cover depletion and lack of Life Insurance penetration in the country. The campaign breaks with a new brand film that inspires the consumers to protect the future of their families as well as that of the planet.

    The campaign highlights the pledge that the company has made towards planting a tree for every Tata AIA term policy bought.

    An extension of the brand promise of Tata AIA, Rakshakaran Ki Reet, the TVC highlights the larger purpose that buying a term policy serves. The Rakshakaran Hero campaign establishes the idea that by protecting the family’s financial future, the consumer is also participating in the larger good of protecting the planet, by making it greener, thus making him a Rakshakaran Hero.

    The commercial, conceived by FCB Ulka, opens inside a modern Indian house where the father has just bought a life insurance plan from Tata AIA Life as the wife looks on. Their children start hugging the father with joy and love, for ensuring a financially secure future for the family. Suddenly, something delightfully unexpected happens. Kids from diverse backgrounds, from across the country, emerge from all around and start entering the house and begin giving the father a hug. It is a ‘thank you’ hug, for protecting their collective future by protecting the planet. The film ends with the message – Tata AIA Life Insurance ke term Plan se aap sirf apni family ki hi nahi, planet ki bhi raksha karne ki reet nibhaate hai (With Tata AIA Life Term plan, you not only practice the ritual of securing your family’s future, but also embrace the ritual of protecting the planet). The new campaign on Rakshakarn Hero by Tata AIA Life Insurance expresses the pride and joy of being responsible for the planet.

    Speaking on the Rakshakaran Hero campaign, Tata AIA Life Insurance MD & CEO Rishi Srivastava said, “Financially securing families while protecting the environment blends our purpose with a larger societal goal. We celebrate our policyholders for championing this cause and taking the firm step of protecting their families and everyone’s collective future by protecting the environment. The Rakshakaran Hero campaign film celebrates our policy holders as the real Rakshakaran Heroes who earn the love and adulation of many, especially children, whose future they protect.”

    “With mounting concerns over fast-degrading quality of air and waning green cover, we feel we must play a proactive role in countering the ill-effects. I am proud that our campaign has hit the right chord with the consumer as they promise a cleaner, brighter future to our coming generations,” he added.

    The campaign has been designed by a creative agency, FCB Ulka. The TVC will run for the period of one month during entire India – Australia Cricket Series. It will be seen via TV, Digital and Outdoor platforms.

    Speaking about the film and the campaign, FCB Ulka national creative director Keigan Pinto shared, “It is a moment of immense pride for us to have our partners, Tata AIA Life Insurance, do their bit to make the planet greener, healthier and more sustainable. But it is no surprise when it’s a Tata group company. Creatively, we wrote a story about our protagonist getting appreciated, thanked and hugged not just by his own kids, whose future he just protected by buying life insurance, but by a bunch of over 30 happy kids from diverse backgrounds, who eventually create the really big, warm hug. What an experience it was. Kids, who represent our future, showing affection for a Rakshakaran Hero who just protected their collective future. We are grateful, once again, to our partners Tata AIA Life Insurance for supporting what we believe is a good creative for a noble cause.”

    Rakshakaran Hero initiative was started in Sept 2019, whereina sapling is planted in the name of the policy-holder for every term policy that is bought. These saplings are planted in designated regions across India to enhance the much-required green cover in country. Under the unique Rakshakarn Hero initiative, the organization has already planted over 60,000 trees.

  • Tata AIA Life Insurance ropes Amitabh Verma as COO

    Tata AIA Life Insurance ropes Amitabh Verma as COO

    MUMBAI: Tata AIA Life Insurance Company (Tata AIA Life) has added a new member to its senior management team with the appointment of Amitabh Verma as its chief operating officer (COO).

     

    Based out of the company’s headquarters in Mumbai, Verma will primarily be responsible for driving operational excellence across the company, and shall be reporting directly to Suresh Mahalingam, the CEO of the comany.

     

    Operational Excellence includes design, implementation and improvement of policies and procedures that Tata AIA Life uses to create and deliver its solutions.

     

    “I am very excited to help lead the company to its next phase of innovation through operational excellence initiatives, which will be a key part of the strategy of Tata AIA Life going ahead. Working together, we will not only accelerate the adoption of Right technologies and processes, but also do so in a way that delivers long-term value to customers and shareholders alike,” said Verma.

     

    Verma is an engineer and a management graduate from institutes of highest repute. He has over 23 years of experience in the Insurance and Information Technology business. Most recently, he served as the chief operating officer of Birla Sun Life Insurance, where he was responsible for scaling up the business and, developing and deploying strategies for growth.

     

    Verma has had a stint with Tata AIA Life during 2001 to 2005. He also worked with the AIA Group in Hong Kong from 2006 to 2008 as IT and operations vice president.