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Tata AIA Life celebrates the spirit of today’s women & their financial independence

Tata AIA Life Insurance Company Limited, (Tata AIA Life), one of India’s fastest growing life insurers today launched its new campaign 'Trek’, to celebrate the spirit of today’s women on International Women’s Day. The campaign portrays how women are role models of support for their loved ones in life's journey. It connects the endeavor of Tata AIA as a trusted partner that strives to help all consumers importantly women, to realize their aspirations and dreams that they may have held for long.

The film narrates an exchange between a mother who seems to be dropping her daughter for a trek with her friends. The mother’s concern for the daughter having packed everything conveys how she cares for her daughter’s wellbeing and wants her to have a great experience. It brings out the worry of a mother, especially when she cannot be around to take care of her children and the lengths, she will go to ensure the best experiences for her children.

 The story takes a complete twist as it is the daughter who is dropping her mother for a trek. Also, it is the daughter who has ensured that she packs all things that her mother will need during the journey. As the mother reflects that this big step would not have been possible for her to take without the help of her daughter, she is reminded of her role as someone who has taken care of the family all along as the epitome of support for them. This was the driving force for her daughter to come forward to help her mother as she embarks on this new journey in her life. The story beautifully conveys how in the changing times, some things like our trust in our parents and their continuous support have unchanged.

Venky Iyer, Executive Vice President and Chief Distribution Officer, Tata AIA Life Insurance, said, "Our lives are evolving and changing in many ways. However, the purity and depth of a mother’s love and her concern remain unchanged. Today’s women juggle many responsibilities, professional and personal to ensure the best for their loved ones. Amid playing these multiple roles, they sometimes tend to miss out on realizing their own aspirations. At Tata AIA, our mission is to provide the best and simplest life, savings, health, and retirement solutions for today’s discerning women. We aim to partner with them and empower them to live life on their terms, without worrying about their financial future or of their loved ones.”

Girish Kalra, Chief Marketing Officer, Tata AIA Life Insurance, added: "We wanted to bring out the challenges that women face in fulfilling their responsibilities and the sacrifices they make in the process. As a brand, we wanted to acknowledge this unique aspect of women and to assure them that we are there to support them in this journey. International Women’s Day is a milestone occasion that reminds all of us to celebrate the women of today who are a guiding light for all of us. What better day to convey this through an insightful communication than today.” 

The digital focused campaign was created by the creative partner, Forest Films and is backed by research-based insights collated by the brand’s marketing team through different studies. Women form a key consumer segment for the Company and the film is in line with the insurer’s endeavors to educate consumers on the need and relevance for life insurance solutions.

Over the years, Tata AIA Life has built the identity of a trusted life insurer that offers transparent and simple solutions, customer-friendly service delivery and Claim Settlement.


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