Bharti AXA campaigns to choose certainty for life goals with guaranteed solution

Through this campaign, Bharti AXA aims to engage with the age group of 30-55 years in urban India, especially in 20 cities which captures 8 per cent of Indian population and accounts for 33 per cent of household savings of India. It lands a sharp narrative for the over four crore taxpayers and encourages them to choose the path of certainty while planning for the big goals in life.

It builds on the insight, that when planning for important life goals like retirement plan, children’s education and marriage; one cannot afford to take chances owing to uncertainties caused by interest rates and fluctuating markets. Hence, it makes a simple and straightforward case for Bharti AXA Life Guaranteed Income Pro Plan, the company said in a release.

Unveiling the campaign, Manik Nangia, Chief Operating Officer, Bharti Enterprises, said, “We have contemporized the campaign narrative in view of the evolving needs and preferences of consumers amid uncertainties. It is built on piercing insights and extensive customer segmentation, and engages in a direct dialogue with consumers to address their financial indecision about life milestones upfront. The creative rendition of using a question mark symbolizes uncertainty in consumers’ minds and further paves the way for certainty with life protection cover and assured financial returns.”

The brand campaign emerges from a very strong consumer insight that the customers could get lured towards financial investments that carry a risk or uncertainty of returns. When choosing important life goals - retirement plan, child’s college education, or entire family’s future - one cannot take chances. It inspires consumers with an assured solution in Bharti AXA Life Guaranteed Income Pro that provides life insurance coverage, benefits of a savings product and the sound financial returns amid uncertain markets.

The brand narrative ‘Do The Smart Thing’ empowers the new-age consumers to deal with unpredictability in achieving life goals through assured financial returns on maturity.