TATA AIG General Insurance Launches Travel Insurance Campaign 2.0
As a follow on to last year’s travel insurance campaign that delivered one of the ‘Most Watched Brand Film of 2018’, here comes the Travel Insurance Campaign 2.0 - ‘The Great Indian Traveller’ from Tata AIG General Insurance Company Limited.
Summer holidays always bring in the little seed of wanderlust amongst Indian travellers. Whether it’s a week-long beach holiday or around-the-world trip, holiday travel experiences always hold a special corner in the squares & alleys of our memories. But, when it comes to travel - domestic or international, we cannot deny having our nuanced Indian style of planning our vacations. In fact, it is through these unique journeys that we harness our curiosity to seek the wider horizon around the world and savoring some of the most enriching experiences along the way! With this idea, Tata AIG General Insurance kick starts its much anticipated Travel Insurance Campaign 2.0, celebrating the spirit of ‘The Great Indian Traveller’ to encourage audiences become one by planning their travels with Tata AIG to ensure and insure a well-planned trip.
In collaboration with Holiday IQ, the digital campaign adopts a rich content - focused strategy to keep the target audience hooked with tailored, meaningful content on destination & travel planning tips showcased on Tata AIG’s ‘Plan your Travel’ microsite.
Additionally, the campaign plays a 15/30 secs commercial on digital channels where the protagonist depicting the essence of ‘The Great Indian Traveller’ through his exaggerated level of preparedness while travelling abroad, goes to the extent of dishing out delicacies to meet his friend’s craving for Indian food in a foreign destination, with the underlying message of “Kuch aisi hi aage ki soch banati hai hum e The Great Indian Traveler” invoking the audiences to visit www.tataaig.com/planyourtravel to explore the vast array of topics on destination and travel planning to help them chart out a well-planned trip.
‘The Great Indian Traveller - Plan Your Travel’ campaign further extends on to the radio platform wherein Tata AIG partners with Radio City 91.1 FM for a non-stop riot of travel spots, touching upon the many hues and oddities of Indian travellers’ unique experiences, around the globe.
With the best of influencers from bloggers to stand-up comedians, joining the Radio City 91.1 FM bandwagon, ‘The Great Indian Traveller - Plan Your Travel’ is geared to take its listeners on the most exciting journey through the fabric of interesting insights from influencer bloggers, travel experts including the very popular stand-up comedian Atul Khatri joining in to share his travel anecdotes in his signature style to keep the listeners glued to Radio City 91.1 FM. The radio plan also features an endearing character - ‘Roaming Rancho’, a quirky & intriguing traveller going about engaging the listeners with his travel histrionics, interactive contests, mnemonics and much more.
Speaking on the launch of the campaign Mr. Jayraj Jadhav, Vice President - Marketing & E-Business, Tata AIG General Insurance Co. Ltd., said, “True to our customer brand speak of ‘think ahead’, we believe that our customers plan well for their perfect vacations. So, this season we went a step ahead of our core offering of providing insurance to instead becoming a part of our customer’s travel journey and help them become ‘The Great Indian Traveller' through a well-planned trip. It addresses two consumer mindsets; those who are unaware of the importance of travel insurance and those who are aware but do not find the need to buy one, thus focusing on educating both the segments about the importance of travel insurance. This content focused campaign takes care of major details of planning a trip right to its itinerary, spanning destination picks to documentation nitty gritty, finding the right hotel, packing hacks, etiquette guide, tipping tips, emergency helplines across the top destinations, to having a ready reckoner of apps to help customers locate the nearest restrooms during their travel, even finding the best vegetarian delights in the farthest corners of Asia, Europe, Australia or America. Just like last year’s messaging, this year too, we followed the route of humorous and witty narratives to convey the essential importance of travel insurance to the Great Indian Traveller”.
Mr. Jadhav highlights that, “when key travel planning milestones are covered, all that a traveller needs to make sure is getting the right travel insurance plan to take care of unforeseen eventualities of flight or baggage delay, passport loss, medical emergencies etc., especially during international trips. To avert any such unwanted emergencies spoiling a well-planned trip, a reliable travel insurance is all one needs as a must-have protection.”