Coimbatore, October 203: Tata AIA Life Insurance (Tata AIA), one of India’s leading life insurance companies, has launched its new brand positioning theme, ‘Har Waqt Ke Liye Taiyaar’. The new theme highlights its focus on partnering with their consumers through diverse solutions and enabling them to lead a fikar-free life. The new positioning expands the brand’s focus on protection, effectively conveyed by the earlier theme of ‘Rakshakaran Ki Reet’. It thus enables Tata AIA to become lot more relevant and add value to consumers across the many special moments in their life. The new positioning was finalized post multiple consumer research exercises that captured the macro trends as well as targeted survey to gauge response to specific positioning options developed. ‘Har Waqt Ke Liye Taiyaar’ stood out as the preferred choice for most of the consumers across geographies, gender, age groups etc. It specially resonates with the young and middle age groups. It is perceived as lively, action oriented, positive and projects a ‘with you’ attitude. Most importantly, the fact that ‘Har Waqt Ke Liye Taiyaar’ has been crafted in Hinglish and 6 other languages, the connect it establishes with people from different regions of Bharat is very encouraging. To deliver this new brand theme, Tata AIA invited creative ideas from multiple agencies, eventually shortlisting the creative approach shared by Ogilvy India. The campaign centers around its Brand Ambassador, India’s legendary athlete Neeraj Chopra. In an unusual story line, Neeraj is seen in multiple avatars of Fortune Tellers. They are ranting about losing business since consumers are now fikar-free about their future with Tata AIA Life Insurance solutions. The creative has a tone of humour to it and beautifully conveys the brand’s message of empowering its consumers to be always prepared and fulfill their aspirations, while Tata AIA has their back. A consumer survey conducted post release of the campaign shows 96% of the 500 respondents really liked/ loved the campaign creative and messaging. Commenting on the new brand philosophy/theme, Girish Kalra, Chief Marketing Officer, Tata AIA said: “‘Har Waqt Ke Liye Taiyaar’ is a clear, impactful and inspiring theme that effectively communicates our focus on partnering our consumers, enabling them to lead a fikar-free life. It resonates with our endeavor to offer innovative insurance, wealth creation, wellness and retirement solutions coupled with ‘best in class’ service to our consumers, always.”Girish adds, “The creative is quite unique since it showcases our Brand Ambassador, Neeraj Chopra, in ‘never seen before’ avatar. Our association with Neeraj over the last 2 years has been very exciting and fulfilling for both partners. We are committed to building on this further in the years to come. He is an inspirational personality, rooted in his behaviour and an amazing human being.”