Strategy of Proof is our mantra: Bharti AXA CMO

13 Mar,2013

By A Correspondent


The latest campaign by Bharti AXA Life Insurance Company with its sister concern, Bharti AXA General Insurance on “The Dedicated Claims Handler”, claims to redefine service standards in the Insurance category.


The TV ad has used a ’70s Bollywood song to fit an insurance situation and to bring in satirical humour. The TVC showcases the hapless customer running from pillar to post to complete Insurance paperwork. But the Hindi Song “Aap Yahaan Aaye” in this context makes the whole film entertaining whilst still conveying the angst of running after a claim. The Bharti AXA Life Solution comes in the form of the Dedicated Claims Handler who proactively contacts the customer and handles his claims process end to end.


The TVC has been directed by Rajesh Krishnan of Soda Films, and conceptualized by Publicis.The campaign went on air on 8th Feb and has run nationally across all major channels.


MxMIndia spoke to the company’s CMO, Saujanya Shrivastava, to know more about the campaign and in the competitive world insurance, what is the biggest challenge.


Creative Agency: PublicisNational Creative Director: Ashish Khazanchi

Client servicing: Paritosh Srivastava,Chandan Jha, Dharal Goshalia, Sherley Lavingia

Production House: Soda Films

Director: Rajesh Krishnan

Spends / Budget – Rs. 12cr

What are the marketing activities that you undertake to build your brand?

We leverage the global AXA framework of Strategy of Proof to continuously prove that as a financial protection brand, we are trustworthy and safeguarding customer’s interests are at the heart of what we do. Our brand marketing initiatives are centered around high decibel national mass media campaigns as well as on ground customer activation.


These could be specific proof points related campaigns or tactical ones driven by the need to build awareness around our winning product propositions. eg. we are present on the India Australia series with ESPN Star Sports as an Associate Sponsor to build awareness around the Bharti AXA Life Monthly Income Plan that is ideally suited to meet the lifestage related needs of customers such as retirement & child education expenses.


To drive the sales of our hugely successful online term plan, we have a robust internet marketing plan that includes Search & Display programs. We are also the presenting sponsor for Budget 2013 on


What are the key insights behind your marketing activities?

Our differentiation strategy is predicated upon the Strategy of Proof framework that involves providing customers with tangible evidence by way of “proofs” of having answered key expectations that they have of the category. This powerful framework allows us to look at every aspect of the customer journey and to unearth insights that are relevant, incisive and meaningful.


What is the thought process behind the joint nationwide TV campaign by Bharti AXA Life Insurance with its sister concern, Bharti AXA General Insurance?

The Insight

Claim settlement is a key moment of truth for our customers. The family of the policy holder is in turmoil due to an unfortunate incident in their lives. At times of distress, a claimant should not be made to run from pillar to post to get what may be rightfully theirs and he expects promptness and care from the insurance company.


The Creative Concept / Idea

The film questions this thought process, i.e., why run after your insurance company to get your own claim settled? The background score of a yesteryear Bollywood song compliments the visuals and adds a humorous flavor to a serious subject. The solution to this problem appears in the form of a Bharti AXA Dedicated Claims Handler who assists the claimant with paper work and query resolution.


What makes this campaign unique?

The TV ad itself is path breaking as it has been amongst the 1st to juxtapose a 70’s Bollywood song to fit an insurance situation, bringing in satirical humour. ‘Claims’ is the moment of truth and raison de tre of the category. The Bharti AXA Life Solution comes in the form of the Dedicated Claims Handler who proactively contacts the customer and handles his claims process end to end.


What is your biggest challenge today?

Bharti AXA Life has been able to build strong brand recall in the consumers’ mind and we are now amongst the top life insurance brands in the country. The challenge going forward is to exceed customer expectations by unearthing powerful “proofs” that can truly redefine the category.



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