Q] What does Tata AIG’s marketing mix look like and what are the mediums that you have deployed for the ‘Expect the Expected’ campaign?
We started with Television because we wanted to reach pan-India. We believe that TV is the best option for us, considering our audience, the cost-effectiveness, and reach of the medium. But, Television is not the only medium for us, so we are also looking at the hybrid approach. Further, we are even looking at mediums such as Out-of-Home and Print. The allocation will vary from state to state because every state responds differently. But this is largely what our media mix will look like.
Q] What was the broader idea that you had for this campaign and how did Wondrlab take it forward?
In this category of insurance, one is fundamentally selling the promise to pay a claim later. New buyers are always worried about the insurer paying the claim and honouring their promise. We at Tata AIG wanted to inform all potential customers that this is something that is on our minds. Our goal was to showcase that there won’t be any random deductions at Tata AIG, and there will be transparency. From here, we decided to go forward with ‘Expect the Expected’ angle, and we opted for a more light-hearted approach. Health Insurance is a serious category, and we didn’t want to make our commercial frivolous. This is where Wondrlab stepped in and took it forward. They decided to use Bollywood tropes to creatively communicate our message and bring alive the expectedness.
Q] How was it working with Ranbir Kapoor and Rohit Shetty for the campaign?
Ranbir Kapoor has been our brand ambassador for over two years, while Rohit Shetty joined us for this particular campaign. They are thorough professionals and we couldn’t ask for more. It was amazing to see them bring this alive. Ranbir is a versatile actor who keeps delivering great performances regardless of the role. Rohit has extremely high standards when it comes to action. This interplay between them was what really brought the new muscle to it.
Q] How is TATA AIG trying to incorporate Artificial Intelligence into its marketing operations?
Artificial Intelligence (AI) is undoubtedly a great assistant. If I were to write a script for an ad for Tata AIG, I could have gotten a good one using AI. I am not sure if it would be as great as the current one, but it would still be good enough. Chat GPT can even fetch you great ideas and help with good initial drafts. However, when it comes to the end result, especially if it’s consumer-centric, we prefer some sort of human intervention. We are using a fair bit of AI for optimising digital campaigns, customer sentiment analysis, and finding customers. But when it comes to the final interaction, we are a little cautious and want to include the human element. Having said that, we are extremely excited about the power of AI, and hence we will keep learning, experimenting and working around it; it’s a work in progress in that sense.
