Tata AIA Life Insurance Company Ltd. (Tata AIA) has unveiled a new campaign titled ‘Karlo Shaadi Ki Poori Taiyaari’. This initiative cleverly uses humor to highlight the dual excitement of wedding shopping and the essential role of thorough financial planning through life insurance.
The campaign has been displayed on a few strategically chosen OOH (out-of-home) billboards, primarily located near high-traffic areas such as jewelry or wedding attire stores. Despite the limited number of billboards, their strategic placement combined with catchy, humorous messages has made the campaign extremely popular on social media, leading to its viral status. Within just six days, it reached over 3 million people.
Girish Kalra, Chief Marketing Officer at Tata AIA Life Insurance, explained the concept behind the campaign. “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.”
He further commented, “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, guarantee income products, wealth creation plans or retirement offerings, we ensure our consumers live a fikar-free (worry free) life.”
Yash Chandiramani, founder and chief strategist at Admatazz, also shared his thoughts: “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”.
Following its new brand positioning ‘Har Waqt Ke Liye Taiyaar’ (prepared for all situations), Tata AIA has shifted its communication approach. The company now uses humor and emotional appeals to connect with consumers at various life stages, encouraging them to live fully and healthily. This approach aims to make consumers from all across India aware of the importance of life insurance and motivate them to make informed investments to protect what is most valuable to them.
