Bajaj Allianz Life Insurance: Fin-surance, not insurance

Aditi Jain

Bajaj Allianz, a life insurance company, launched a new product in India to serve the more optimistic mindset of millennial Indians.

Campaign details

Brand: Bajaj Alianz InsuranceBrand owner: BajajLead agency: Leo BurnettCountry: IndiaIndustries: InsuranceMedia channels: Content marketing, Livestreaming, Outdoor, out-of-home, Print - general, unspecified, Social media, Television, Word of mouth, advocacyBudget: 1 - 3 million

Executive summary

Insurance as a category has always spoken about death and doom. It has always thrived on, and propagated, the fear of 'what if…?'

But the current culture thrives on optimism and meaningful experiences. Millennials today have goals that are not based on their life stage, but on how well they want...

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