Publicis Ambience wins Bharti Axa's insurance business

The win is the result of a global alignment.

Financial services brand Bharti Axa has appointed Publicis Ambience as its new creative agency for both, Bharti Axa Life Insurance as well as Bharti Axa General Insurance.

The agency's Mumbai branch will handle the account. The development is the result of a global alignment.

Highly placed sources in the industry have confirmed the news to afaqs!. Grey was the incumbent for both portfolios.

In the recent past, Law & Kenneth has worked on the creative duties for the Bharti Axa Investment Managers account. Also, Digital Law & Kenneth has worked on the digital duties of Bharti Axa Investment Managers. Though this part of the account continues to stay with the agency, of late, there hasn't been much visible communication on this front.

Grey's recent TV communication for the insurance brand addressed the product's ability to offer the highest number of illness covers in India (covering 20 major critical illnesses), and the lump-sum compensation to consumers even before hospitalisation.

In another TV commercial, the brand addressed consumers' fear of not receiving the claimed fund on time. Bharti Axa Life Insurance was positioned as a brand that erased this fear and promised to give the claimed amount to the consumer within 48 hours. At the time, the tagline 'Bharti Axa Life Insurance - Jeevan Suraksha Ka Naya Nazariya' was used.