Bajaj Allianz General Insurance launched a ‘#Care4Hockey’ campaign on 9 December with integrated creative fronted by India’s women’s hockey captain Rani Rampal which seeks to boost national recognition for field hockey and showcase how supporting someone to achieve their personal goals can make a wider difference to society.
Athlete ambassador Rampal, the face of the campaign, is known throughout the hockey world for her relentless determination, a single-minded focus on her goals and a never-give-up attitude. The creative showcases these attributes and also outlines the support she has received through her career to get her where she is today – at the peak of the sport.
Thus the campaign positions India’s hockey skipper is also positioned as an inspirational role model to a generation of women who seek to achieve their dreams by defying all odds. This resonates with the brand’s own #caringlyyours proposition that hard work, focus, care and support from those around you can help you reach your goals.
Through the campaign the brand sets out to support the development of grass roots hockey by providing hockey praticipation opportunities and support for youngsters dreaming of making their own mark in the world and becoming the future role models of tomorrow.
The campaign, created by the brands in-house team, is primarily promoted across digital and social channels supported by print and television and is led by a hero spot called #Care4Hockey which rolled out online from 9 December.
Unveiled at a live streamed campaign launch event, the spearhead spot and PR push was supported by a series of explanatory, historical and values led social media posts across the insurer’s social platforms.
Bajaj Allianz, one of India’s leading private general insurers, aims to support the development of hockey from grass-roots to elite level through a campaign that is also associated with ‘One Thousand Hockey Legs’ – the flagship project of Delhi-based charity the Hockey Citizen Group.
As a part of this tie-up, the finance company will contribute financially to support underprivileged children participating in hockey through coaching, nutrition, and equipment.
As part of the initiative, every time a customer purchases a Bajaj Allianz General insurance policy part of the money will go towards contributing to the nutrition and equipment of the young players.
Bajaj Allianz General Insurance CEO said: “Bajaj Allianz General Insurance is a brand which resonates with care for people, passion to make a difference and a spirit to lead the change. The ‘#Care4Hockey’ campaign is an attempt to take these brand values forward to support Hockey to not only make a mark in the world but to also encourage more people to pursue their passion for this sport thereby keeping Hockey alive in India. I’m sure that this campaign with the support from Rani Rampal and the One Thousand Hockey Legs project will help take this message to the last mile and will encourage people to follow their ambition, break records and create history for our country.”
Rani Rampal added: “A word of encouragement and support from people around you plays a crucial role in helping you achieve your dreams. I’ve had my share of challenges to be where I’m today and I’m glad to be associated with a brand like
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