AIA Life Insurance (Tata AIA), one of India's leading life insurance companies, has launched its new brand positioning theme, ‘HarWaqtKeLiyeTaiyaar’.

The new theme highlights its focus on partnering withtheir consumers through diverse solutions and enabling them to lead a fikar-free life. The new positioning expands the brand’s focus onprotection, 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.

‘HarWaqtKeLiyeTaiyaar’ 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 ‘HarWaqtKeLiyeTaiyaar’ 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 brandtheme, 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.