We want to look at fear with a fresh perspective: Jitin Paul

Bharti AXA Life’s latest digital campaign – #DaroNahiKaro – addresses the fears that arise when people are concerned about the safety and future of their loved ones. There is a need to not only acknowledge these fears, but also to act on them positively. Conceptualised by Indigo Consulting (part of Publicis, Leo Burnett Group), the #DaroNahiKaro campaign aims to motivate and encourage people to live a stress-free life by overcoming their fears and getting their loved ones insured.

To drive the idea of overcoming one’s fear, Bharti AXA Life has launched the digital/ social media activations across Facebook, Instagram, Twitter, and LinkedIn, along with two online videos.

Watch the films:

https://www.youtube.com/watch?v=Y837C4xxliA

https://www.youtube.com/watch?v=aY0oFIJY-Q0

Adgully spoke with Jitin Paul, Chief Marketing Officer, Bharti AXA Life Insurance, to know more about the campaign, the insight, creative ideation, leveraging digital media and more. Excerpts:

How was the idea of #DaroNahiKaro developed?
When we began ideating for this campaign, we started by exploring ideas on social media that truly helped us in establishing our core brand essence of ‘Jeevan Suraksha Ka Naya Nazariya’ – ‘Fresh Perspectives’ to ‘Protection’, and communicate in a way that is relevant and engaging. Our intent with each campaign is to bring in a new perspective to protection. The campaign idea of #DaroNahiKaro in this context is an attempt to see fear with a fresh perspective.

With this campaign, the aim was to explore the fear that surrounds a consumer when it comes to safeguarding the future, savings and relationships. These are fears that are not anticipated and can catch one off guard. There is a need to not only acknowledge these fears, but also to act on them positively. So, with this campaign we urge the consumers to take the journey towards overcoming their fears. Buying insurance is one such step towards this direction. With Bharti AXA Life products and services, we aim to empower the consumers to overcome their fears.

Please tell us about the brief shared with agency.
The brief was to explore these fears that surround the insurance category and project them in a light that motivates consumers to take action. We feel fear is a big motivator; it encourages people to take control of situations and face them positively. A typical reaction to fear is by the ‘Fight or Flight’ mentality and you actually progress when you take control of it.

Also, we wanted to explore new and impactful content formats so that we could drive the message home for the consumer. The objective was to urge consumers to take positive action in overcoming their fears and in the process secure themselves by taking this one step of insuring their loved ones.

What prompted you to have this campaign only for the digital platform?
We want to be where the consumer is. Today, consumers are on digital and are increasingly consuming digital content. With growing digital penetration, digital has become an important medium to research and purchase financial products. According to a Nielson research, 17 per cent of the people who shop online, buy financial services and 74 per cent of this constitutes insurance products. There is a huge consumer pull towards digital and thus, it has become a very important medium for marketers.

Also, digital enables true viewing of the content. The content on digital is active content; consumption and engagement on active content is more pronounced on digital. Also, digital as a medium provides a platform to interact and engage with consumers. It provides an opportunity to story-tell and focus more on who we are compared to what we do. It enables a dialogue with the consumers.

What is the duration of this campaign? Are other campaigns on the anvil post this one?
The campaign is for a duration of six weeks. Yes, there is another campaign that we are planning on an interesting idea of protection.

How challenging is it to market insurance during festive seasons, when there are several spend factors competing with it?
On digital, we employ an ‘always on’ strategy, where we ensure that we are constantly communicating with the consumers. We make sure that we continue conversing with the consumers throughout the year. Our strategy is to maintain the dialogue with the consumers, irrespective of whether it is festive season or not.