Indiantelevision.com Team

(2 February 2009 5:00 pm)

NEW DELHI: Bajaj Allianz Life Insurance is set to launch its new television campaign ‘Safety Hai To Sab Hero’ on 5 February.

Conceptualised by TBWA, the ad film has been directed by Siddharth Sikand of Redice Film.

The film features a protagonist who is extremely over weight and thus, cannot perform stunts on life. However, after getting himself insured, the protagonist tries his hands at various stunts because he feels ‘Safety Hain To Sab Hero’.

Says Bajaj Allianz Life Insurance head-marketing Akshay Mehrotra, “Insurance provides financial protection to people, and therefore, he can take any step without thinking much. For example the protagonist of the TVC is an obese man, who due to being over weight, cannot perform stunts like our Indian Bollywood heros. But with the financial protection, which is provided through insurance, he tries his hands at some of the stunts. Thus ‘Safety Hai To Sab Hero’.”

In addition to the TVC, the campaign will also be promoted through below-the-line activities and out of home (OOH) media.