Inside: Bajaj Allianz Life's Stop Unboxing Fireworks Diwali campaign

Bajaj Allianz Life bared the realities of child labour against the backdrop of festivities with Stop Unboxing Fireworks Diwali campaign video.

Bajaj Allianz Life's Stop Unboxing Fireworks is a campaign that highlights the issue of child labour in the firecracker industry. They released an in-house made video for the same on all their social media handles. The campaign comes with a plea for merrymakers to resist buying firecrackers.

In the video, Chintu unboxes a rassi bomb. Much like an influencer, he explains the various features of the product and how it was made. With his innocence, the brand is able to put across the message of how there are thousands like Chintu who sacrifice their childhood to amp up the brightness in the festivities of those who buy crackers.

The brand asks viewers to help such children achieve their life goal of having a normal childhood by taking a pledge to #StopUnboxingFireworks.

Inside the campaign

Chandramohan Mehra, CMO, Bajaj Allianz Life Insurance gives us a glimpse into the making of the campaign. "The idea was to take a stand for one of the most talked-about societal issues."

He tells us, adding that the brand wanted to put forth a relevant, purpose-centric message that they believe in and which ties back to the brand values of Bajaj Allianz Life. Another pointer in the brief was that they must stay away from being preachy.

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The message in the video is crisp and yet emotive. It emanates from the core essence of the brand of being a life goal enabler. The team extended it to highlight the undesirables that stifle the lifegoals of children by forcing them into child labour. The core audiences targetted by Bajaj Allianz Life, in this case, were millennials who resonate to purpose-driven brands, he says.

Commenting on festive marketing, Mehra says that these instances offer brands a tremendous opportunity to enhance brand engagement if the relevance, distinctiveness and authenticity are kept intact.