Tata AIA’s ‘Karlo Shaadi Ki Poori Taiyaari’ Gets You ‘Fully Ready’

EE News Desk Apr 10, 2024

Weddings in India are more than an event. On the 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 milestone, Tata AIA Life Insurance has launched a new campaign titled ‘Karlo Shaadi Ki Poori Taiyaari’. Through tongue-in-cheek humour, the campaign relates the excitement about shopping for one’s wedding and the importance of comprehensive financial planning with life insurance.

The campaign released across select OOH hoardings but circulated extensively over social media channels, has garnered a very encouraging response. Though the hoardings are limited in numbers, their smart placement (e.g. next to a jewellery shop brand or wedding suit brand), and simple but cheeky messaging have led to the campaign going viral and being shared by consumers across the country. The campaign has reached an audience of over three million within just six days of the campaign.

Explaining the thought behind the campaign, Girish Kalra, Chief Marketing Officer, Tata AIA Life Insurance, said, “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 a wedding and the importance of long-term financial security in a playful way. Our endeavour is to partner with 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 & Chief Strategist, Admatazz, 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.”

Post its newly launched brand positioning ‘Har Waqt Ke Liye Taiyaar’ (prepared for all situations), Tata AIA has changed the way it communicates with consumers, using humour and emotion to connect with consumers across life stages. The brand positioning now veers towards engaging with consumers to live life to the fullest, inspiring healthier, happier lives. Tata AIA now transitions into partnering with its consumers in every step and milestone of the life journey. The company aims to ensure that India and Bharat understand the need for life insurance and invest adequately to protect what matters to them the most, through simple, concise yet emotionally connective messaging as showcased in ‘Kar Lo Shaadi Ki Poori Taiyaari’.