It’s that time of the year again, with brands releasing their versions of what freedom means to them. There is a lot of chatter and uninspired work out there, with the same old messaging being delivered over and over again. Amidst this, there is one brand which is breaking the clutter and has conceptualised an Independence Day campaign which is not only impactful but is also one which hasn’t been seen before.
Enter Bajaj Allianz General Insurance.
Through their ‘Pyaar Ki Azaadi‘ campaign, the brand is celebrating the first Independence Day in India after the decriminalisation of Section 377. Bajaj Allianz is pioneering inclusivity in all aspects, whether it be freedom of speech, freedom of religion or freedom of love. What truly sets this campaign apart and makes it all the more special is that the ad comprises of people from the LGBTQ+ community itself.
As a brand, Bajaj Allianz General Insurance has always been sensitive towards all sections of the community, which echoes well with their positioning of “Caringly Yours”. The campaign is a reflection of the ethos that the brand stands for, and they reiterate how insurance is inclusive for all and that every single person is entitled to it.
With our country moving towards a historic decision last year, it is delightful to see brands using their voice to sensitise people towards the LGBTQ+ community.
What really works for this campaign is how different it is from all the other Independence Day campaigns this year, and how relevant the messaging is. Where most other brands are using the occasion to sell electronics at a high discount, Bajaj Allianz General Insurance is using the occasion to create a conversation around the LGBTQ+ community with their impactful campaign.
We loved the ‘Pyaar Ki Azaadi’ campaign, what about you?