Tata AIA Life Insurance (Tata AIA), a leading life insurance company in India, has introduced its fresh brand positioning, encapsulated by the theme ‘Har Waqt Ke Liye Taiyaar.’ This novel theme underscores the company’s dedication to forming partnerships with its customers by offering a wide range of solutions, ultimately enabling them to lead a life free from concerns. This updated brand positioning places a stronger emphasis on protection, allowing Tata AIA to provide even greater relevance and value to consumers during pivotal moments in their lives.
‘Har Waqt Ke Liye Taiyaar’ has emerged as the preferred choice for consumers across various demographics, including geographical regions, gender, and age groups. This theme particularly resonates with the younger and middle-aged segments, exuding a vibrant, action-oriented, positive, and ‘with you’ attitude. It’s worth noting that ‘Har Waqt Ke Liye Taiyaar’ has been meticulously crafted in Hinglish, in addition to six other languages.To breathe life into this new brand theme, the campaign revolves around the Brand Ambassador, the renowned Indian athlete, Neeraj Chopra. A post-campaign survey of 500 respondents revealed that an impressive 96% of them genuinely appreciated the campaign’s creativity and messaging.
To promote the new brand theme campaign, Tata AIA has adopted a comprehensive multimedia approach, with a particular focus on OTT platforms, television, and music apps. The brand has partnered with Disney Hotstar and will display the campaign creatives over 500 million times during India’s matches, as well as during the semi-finals and finals of the ICC Men’s Cricket World Cup 2023. Furthermore, the campaign will be broadcasted on 25 TV news channels in seven languages, featuring over 14,000 ad spots spanning a period of 45 days. Additionally, the brand has joined forces with Jio Saavn to showcase video ads alongside song lists.
