Tata AIA's playful campaign ties life insurance to wedding preparations

Weddings in India are more than an event. On one hand, they are the beginning of a relationship filled with joy, laughter, and love. On the other hand, they are a pledge to protect and care for one another. 

In recognition of this significant culture, Tata AIA Life Insurance Company Ltd. (Tata AIA), one of India’s leading life insurance companies, has launched a new campaign titled ‘Karlo Shaadi Ki Poori Taiyaari.’ Through tongue-in-cheek humour, the campaign relates the excitement pertaining to shopping for one’s wedding and the importance of financial planning with life insurance.

The campaign, released at select OOH locations but circulated extensively over social media channels, has garnered a very encouraging response. Though the OOH media sites used are limited in number, their smart placement, simple but cheeky messaging has led to the campaign going viral and being shared by consumers across the country. The campaign has reportedly reached an audience of over 3 million within just 6 days of the campaign.

Girish Kalra, Chief Marketing Officer, Tata AIA Life Insurance, has been quoted saying: “Marriage is an auspicious event that marks the beginning of an exciting chapter in one’s life. It also means the need to prepare for a financially secure future, for our life-long partner. Our new campaign "Karlo Shaadi Ki Poori Taiyaari'' aims to blend the excitement of wedding and the importance of long-term financial security in a playful way. Our endeavour is to partner our consumers and enable them to be Taiyaar (prepared) for all the moments (positive or negative) that life has to offer. With our term insurance solutions, guaranteed income products, wealth creation plans or retirement offerings, we ensure our consumers live a fikar-free (worry free) life.” 

Yash Chandiramani, Founder & Chief Strategist, Admatazz, the agency that was involved in the rollout of this campaign, has said, “With this campaign, we decided to crash weddings in a good way! We connected a life insurance plan as a natural element of the wedding checklist. Our approach was simple yet effective: place life insurance right where the wedding shopping is happening, with ads that catch your eye without weighing down the mood. We are thrilled with the response and glad to play a part in Tata AIA’s communication strategy that addresses serious stuff but in a light-hearted manner”.