MUMBAI: Bajaj Allianz has tied up with the upcoming Saif Ali Khan and Deepika Padukone starrer Love Aaj Kal to spread the message of security and fearlessness with the Jiyo Befikar tagline amongst all age groups.
The new Jiyo Befikar campaign featuring Khan has several clips from the film and is interspersed with the new Bajaj Allianz brand campaign, which has lyrics by Gulzaar, sung by Sukhwinder and music composed by Vishal Bharadwaj. The campaign conceptualized by P9 is currently running across channels.
Khan will be releasing his maiden home production Love Aaj Kal on 31 July and is looking to hear love stories from his fans across age groups straight from their heart in sync with the movie. The comfort zone between Khan and Padukone in the movie epitomizes how security can bring you happiness and comfort, which is the message Bajaj Allianz is looking to drive to its customers through its on-going Jiyo Befikar campaign.
The contest is open to everyone who would like to share their love stories by logging on to – www.jiyobefikar.com. They can narrate their love stories, upload pictures of loved ones and even be eligible for the Jiyo Befikar moments of the week which entitles them to win loads of prizes and gifts.
An interactive half an hour AFP (Advertiser Funded Programme) will also be aired on NDTV Imagine with Khan and Padukone talking about the film and discussing their thoughts on fearless and carefree moments in the film and life.
Bajaj Allianz Life head marketing Akshay Mehrotra said, "In a country where Bollywood stars are worshiped and revered and cuts across all segments, we have a unique opportunity to combine a reel love story with your real love story. Not all great love stories can make it to the silver screen and so we at Bajaj Allianz thought of giving viewers a chance to share theirs in our website and win a dream chance to meet Khan. We are also happy to note that over 10,000 have been the part of jiyobefikar.com and uploaded their moments in the site. In addition to this we have some innovative activisation planned to be run alongside the movie blockbuster."
P9 Integrated head – branding Pritie Jadhav added, "For Bajaj Allianz, this association helps them transform the way they want to communicate with its audience. This affiliation will definitely help Bajaj Allianz enhance its brand recall and imagery and give the common man opportunities for instant gratifications."