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. It enables Tata AIA to become lot more relevant and add value to consumers across the many special moments in their life.
‘Har Waqt Ke Liye Taiyaar’ stood out as the preferred choice for most of the consumers across geographies, gender, age groups etc. It specially resonates with the young and middle age groups. It is perceived as lively, action oriented, positive and projects a ‘with you’ attitude. ‘Har Waqt Ke Liye Taiyaar’ has been crafted in Hinglish and 6 other languages.
To deliver this new brand theme, the campaign centers around its Brand Ambassador, India’s legendary athlete Neeraj Chopra. A consumer survey conducted post release of the campaign shows 96% of the 500 respondents really liked/ loved the campaign creative and messaging.
To promote the new brand theme campaign, TATA AIA has taken a multimedia approach focusing on OTT, TV & 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 finalsofICC Men’s Cricket World Cup 2023. The campaign will also be telecast on 25 TV News channels in 7 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.
