Tata AIA Life Insurance Company has launched a new campaign titled ‘Karlo Shaadi Ki Poori Taiyaari,’ acknowledging the significance of weddings in India. The campaign humorously highlights the excitement of wedding shopping and emphasises the importance of comprehensive financial planning with life insurance.
The campaign has been rolled out on select OOH hoardings and extensively on social media channels. The hoardings are strategically placed near jewelry and wedding suit brands, complementing the campaign’s messaging. The simplicity and wit of the messaging have resonated well with the audience, resulting in the campaign going viral and being widely shared by consumers across the country. Within just 6 days, the campaign has reached an audience of over 3 million.
“Marriage is an auspicious event that marks the beginning of an exciting chapter in one’s life. It also means the need to prepare for a financially secure future, for our life-long partner. Our new campaign “Karlo Shaadi Ki Poori Taiyaari” aims to blend the excitement of wedding and the importance of long-term financial security in a playful way. Our endeavour is to partner our consumers and enable them to be Taiyaar (prepared) for all the moments (positive or negative) that life has to offer. With our term insurance solutions, guarantee income products, wealth creation plans or retirement offerings, we ensure our consumers live a fikar-free (worry free) life,” Girish Kalra, chief marketing officer, Tata AIA Life Insurance, said.
“With this campaign, we decided to crash weddings in a good way! We connected a life insurance plan as a natural element of the wedding checklist. Our approach was simple yet effective: place life insurance right where the wedding shopping is happening, with ads that catch your eye without weighing down the mood. We are thrilled with the response and glad to play a part in Tata AIA’s communication strategy that addresses serious stuff but in a light-hearted manner” Yash Chandiramani, founder and chief strategist, Admatazz, said.
Tata AIA has adopted a new brand positioning with the tagline ‘Har Waqt Ke Liye Taiyaar’ (prepared for all situations). This shift in communication aims to connect with consumers using innovative humor and emotion across different life stages.