Bajaj Allianz Life Insurance
Most people holding the abdominal plank position
The Results
- Engagement
- 28% engagement rate from the event
- Views
- Over 9.3 million video views
- Brand impact
- A growth of 24% in brand valuation
The Brief
Bajaj Allianz Life Insurance (India) wanted to focus on community participation to spark conversations about good health. As a life insurance brand, it was imperative to engage with a wellness initiative that could spread and inspire participants to lead more healthy lives.
The Solution
What better way to promote healthy lifestyle than by activating people to do a physical act of good health. The campaign broke the record title for most people holding the abdominal plank position, generating an enormous positive buzz with over 9.3 million video views online. Joined by actor Anil Kapoor, who took part in the attempt, both participants and company clients reported the event as extremely positive. The attempt strengthened the company’s brand image as enabler of health goals, and Bajaj Allianz Life emerged as one of Most Trusted Brands in 2020 as per Economic Times Brand Equity Nielsen Report.
The initiative with GWR generated enormous positive buzz on social media and press. This one of the initiatives that resulted in impacting our brand health scores significantly. Bajaj Allianz Life was one of Top 10 Riser Brands in India, with a growth of 24% in brand valuation, as per Brand Z, Kantar Most Valuables 75 Brands, 2019 report. Bajaj Allianz Life also emerged as one of Most Trusted Brands, 2020 as per Economic Times Brand Equity Nielsen Report.