Bajaj Allianz ropes in Percept/H for 'Capital Shield'

Televisionpoint.com Correspondent | Mumbai
Bajaj Allianz Life Insurance has appointed Percept/H to handle its 'Capital Shield' product on a project-wise basis even as it continues with its main agency TBWA India as the Agency on Record (AoR). The creative duties of 'Capital Shield' have been assigned to Percept/H on a project level for a period of 40 days.

Dilip Marathe, creative head, Mumbai, Percept/H, said, "The mandate is to do a complete brand surround campaign for Capital Shield. We were involved in the conceptualization, execution and deployment of the entire campaign."

Said Ajay Verma, senior vice-president, Mumbai, Percept/H, "Given the current market situation, we needed to dramatize the core benefit, that the principal investment in Capital Shield will not be affected, whatever the market situation. Plus the investor stands to get a double tax benefit. This brief was executed through the film and surround communication which is now on air."

The film opens with a man being tied up by the Mafioso and thrown into the sea, a mafia head then mutters 'Ab ise kaun bachayega!' to their surprise, we see the man springing back from the sea into the air, the man replies 'Capital Shield'. The film then goes on to explain that the product gives a guarantee on investment and also gives a double tax benefit.

When asked about the reason for roping in two new agencies, Akshay Mehrotra, marketing and communications head, Bajaj Allianz Life Insurance, replied, "We needed a fresh perspective on the brand. This apart, our advertising exposure had gone up considerably."

Recently, M&C Saatchi had been roped in for Bajaj Allianz Life Insurance's 'Early Start Plan'. The agency had come up with an ad last month featuring Vijender Singh, who was signed on as brand ambassador for Bajaj Allianz Life Insurance in August 2008.