Tata AIA Life Insurance (Tata AIA), a prominent life insurance company in India, has introduced its fresh brand positioning concept, ‘Har Waqt Ke Liye Taiyaar.’ This new theme underscores their commitment to collaborating with customers by offering diverse solutions, ultimately empowering them to lead a life free from worries. The renewed brand positioning emphasizes a stronger focus on protection, enabling Tata AIA to offer greater relevance and value to consumers during significant moments in their lives.
‘Har Waqt Ke Liye Taiyaar’ emerged as the preferred choice for consumers across various demographics, including geography, gender, and age groups. This theme particularly resonates with young and middle-aged individuals, projecting a lively, action-oriented, positive, and ‘with you’ attitude. ‘Har Waqt Ke Liye Taiyaar’ has been skillfully crafted in Hinglish, as well as six other languages.
To bring this new brand theme to life, the campaign centers around the Brand Ambassador, the renowned Indian athlete, Neeraj Chopra. A consumer survey conducted after the campaign’s release revealed that an impressive 96% of the 500 respondents genuinely appreciated the campaign’s creativity and messaging.To promote the new brand theme campaign, Tata AIA has adopted a multimedia approach, with a particular focus on OTT platforms, TV, and Music Apps. The brand has partnered with Disney Hotstar and will showcase the campaign creatives more than 500 million times during India’s matches, as well as the semi-finals and finals of the ICC Men’s Cricket World Cup 2023. Additionally, the campaign will be broadcasted on 25 TV News channels in seven languages, with over 14,000 ad spots spanning 45 days. The brand has also collaborated with Jio Saavn to feature video ads alongside song lists.
