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 their 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 lot more relevant and add value to consumers across the many special moments in their life.
The campaign is centered on India’s legendary athlete Neeraj Chopra, who is seen in multiple avatars of Fortune Tellers, ranting about losing business due to consumers being confident about their future with Tata AIA Life Insurance solutions.
The campaign’s humour conveys the brand’s message of empowering consumers to be prepared and fulfill their aspirations, with Tata AIA’s support. A post-release consumer survey revealed that 96% of the 500 respondents liked the campaign’s creative and messaging. The campaign’s success is attributed to the brand’s ability to connect with people from different regions of Bharat. Girish Kalra, Chief Marketing Officer, Tata AIA said, “It resonates with our endeavor to offer innovative insurance, wealth creation, wellness and retirement solutions coupled with ‘best in class’ service to our consumers, always.”
