Tata AIA Life Insurance launches new brand philosophy – #RakshakarankiReet

Tata AIA Life (Tata AIA) Insurance Company Limited today announced the launch of their new brand philosophy ‘#RakshakarankiReet’. The new brand philosophy reflects Tata AIA’s belief that protecting near and dear ones is an intrinsic trait with most Indians which is reflected in the myriad cultural customs that are followed across all regions in the country, every day of their lives. All these rituals and customs stem from the basic need of protecting our loved ones and our families.

Tata AIA’s brand philosophy #RakshakarankiReet, links the same age-old culture of being protective towards loved ones and extends it to life and financial protection.

According to a report by Swiss Re, the protection gap in India is close to 93%. Tata AIA’s primary aim is to bring as much of India under protection cover. The new brand philosophy is now being articulated through a unique, TVC-led campaign conceptualized by Tata AIA and created by FCB ULKA.

Commenting on the new brand philosophy, Mr. Bharat Kalsi, Senior Vice PresidentCorporate Strategy, Analytics and Marketing, Tata AIA Life Insurance said: “I am extremely happy to announce the launch of our new brand philosophy, ‘#RakshakarankiReet’. ‘Rakshakaran’ is a word born out of the spirit of being protective towards near and dear ones. ‘Raksha’ which means ‘protection’ and ‘karan’ a ‘verb’ which nudges us to act. It expresses the desire to protect one’s family at every turn. This culture of being protective is ingrained in us. It is a ‘reet’, a way of life. As a Life insurer that aims to be the ‘pre-eminent Protection provider’, we intend to reinforce this characteristic through the first campaign of our brand philosophy.”

“Our brand philosophy #RakshakarankiReet is uniquely and effectively portrayed in the TVC and outdoor campaign showcasing multiple occasions in life where all of us subconsciously follow many rituals that revolve around protecting our families”, Mr Kalsi added.

Tata AIA’s new brand philosophy reiterates the company’s commitment to provide protection to consumers and hence the Company’s focus on pure protection products.  The campaign film aims to capture the essence of protection and the responsibility that consumers have towards their loved ones, be it the small rituals of putting a Tika on the baby’s cheek, putting toran or rangoli in our homes, or welcoming a bride. These are all commonplace instances of protecting our loved ones with prayers and blessings.

“We, at FCB, are excited about the brand-space in RakshakaranKiReet that we have created for Tata AIA Life. The start of all protection, in India, is through a reet, a traditional ritual. India is the only country in the world which has a lot of ‘reets’ carried out to protect one’s home, family, even oneself. People perform these reets subconsciously, almost like deep rooted faith, like putting up a toran, or putting a ‘teeka’ on the cheek of an infant and subsequently, they leave things to belief, fate and chance. We need to turn Insurance into a ‘reet’. Only then, will the whole nation eventually be protected. There is a large-hearted, caring, almost patriotic, philanthropic, nation-wide stance to turn insurance into a reet to secure the whole nation, which only a mother-brand of the stature and dignity as Tata can own,” said Mr. Keegan Pinto, National Creative Director, FCB India.

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