Tata AIA Life Insurance has unveiled its dynamic new brand positioning theme, “Har Waqt Ke Liye Taiyaar”. This bold initiative marks a significant shift for Tata AIA, as it evolves from its previous focus on protection to a broader narrative of empowerment and readiness.
The essence of the new theme lies in Tata AIA’s pledge to stand shoulder-to-shoulder with its consumers, ensuring they are prepared for every moment life throws their way. Through extensive consumer research, which encompassed macro trends and targeted surveys, “Har Waqt Ke Liye Taiyaar” emerged as the overwhelming favorite among diverse demographics, resonating particularly strongly with the youth and middle-aged segments. What sets this campaign apart is its inclusive approach, with the theme crafted in Hinglish and six other languages, fostering a deep connection with people across different regions of India. Partnering with Ogilvy India, Tata AIA has brought this vision to life through a humorous and engaging campaign featuring its Brand Ambassador, Neeraj Chopra, in a never-before-seen avatar.
Girish Kalra, Chief Marketing Officer of Tata AIA, expressed enthusiasm for the new brand philosophy, emphasizing its alignment with the company’s mission to offer innovative insurance, wealth creation, wellness, and retirement solutions. He praised Neeraj Chopra’s integral role in the campaign, highlighting his inspirational persona and unwavering commitment.
