Tata AIA Life Insurance, a leading life insurance company in India, has launched a new brand positioning theme, ‘Har Waqt Ke Liye Taiyaar’, emphasizing partnering with consumers through diverse solutions for a fikar-free life. This expansion expands the brand’s focus on protection, enhancing its relevance and adding value to consumers during special moments in their lives.
Tata AIA has launched a new brand theme featuring India’s legendary athlete Neeraj Chopra in Fortune Tellers avatars. The campaign uses humor to convey the brand’s message of empowering consumers to be prepared and fulfill their aspirations. A post-release survey showed 96% of 500 respondents enjoyed the campaign’s creative and messaging. Girish Kalra, Chief Marketing Officer, Tata AIA said: “It resonates with our endeavor to offer innovative insurance, wealth creation, wellness and retirement solutions coupled with ‘best in class’ service to our consumers, always.”
The new positioning, ‘Har Waqt Ke Liye Taiyaar’, was developed after consumer research and targeted surveys. It resonates with young and middle-aged consumers, is lively, action-oriented, and positive, and is particularly effective in Hinglish and six other languages, establishing a strong connection with Bharat.
