Radio and digital perfect fit for travel content, says Tata AIG's Jayraj Jadhav

In the first year of its content marketing journey, Tata AIG started off with freelancers. Beginning with a blank slate, the brand now invests five times more in content marketing and plans to increase the budget.

Aiming to build a whole ecosystem of agency partners, freelancers, bloggers and its own internal team, the brand has taken the content route far more seriously.

Extending its first campaign, ‘Think Ahead, Think Travel Insurance’, Tata AIG Life Insurance last month came up with its second leg, ‘The Great India Traveller’.

The Travel Insurance Campaign 2.0’s content mix is across digital and radio, along with bloggers, travel experts and stand-up comedians. After witnessing an 8x jump in the number of people visiting the website directly from the last campaign and garnering 12 million views on YouTube, the brand is using the same pool of audience this time to build top-of-the-mind recall.

Jayraj Jadhav

Jayraj Jadhav, Vice-President, Marketing and E-Business, Tata AIG General Insurance, talked to BuzzInContent.com on what differentiates the second campaign from the first, what made the brand choose radio and digital and what content is going out through the initiative.

The first campaign was all about seeding the thought that travel planning is essential, and benefits lie ahead if you think ahead. Campaign 2.0 is about how a traveller should plan a journey, what new and exciting destinations to go and what things should be planned beforehand.

In the second leg, the brand is engaging with the eight-million audience pool created by the last campaign. He said, “Objective-wise, and also the way we have executed the second one is different. It is an extension to the original campaign but not exactly the same. It is all about how you should plan, where you should go, what are the things you need to plan when it comes to travel and we build the whole content platform around that.”

With an objective to see the jump on direct brand search during the campaign period from April to June, Jadhav said, “There are multiple things we are looking at, like how many times I am reaching out to this audience, what kind of content we are pitching. We will try to create more understanding about this audience, whether it is a family or couples, where they are travelling to.”

The brand sees a jump in business as a measure of return on investment and effectiveness. “Apart from that, what kind of audience pool we create during the campaign and the people with whom I can engage is also important,” said Jadhav.

The brand saw an 8X jump in the number of people who are visiting the website directly from the last campaign and had garnered around 12 million views on YouTube.

The brand believes radio and digital have very good affinity with the travel audience and can engage them more directly than television. “Radio is basically a mass media and brings experts and opinions. Digital is purely building an engagement. Radio will give us additional reach and digital is the medium from where we can go back to the same audience with multiple content pieces. This time, through 2.0, our task was really about how do we engage the same audience and get the top-of-the-mind recall.”

And keeping it in mind, the digital campaign has adopted a content-focused strategy to keep the target audience hooked with tailored content on destination and travel planning tips showcased on its ‘Plan your Travel’ microsite, in collaboration with Holiday IQ.

“We are not experts on the holiday planning part. We know financial aspects like insurance and all. We thought we surely need to have HolidayIQ since it has original content in the form of user-generated content and has expertise in destination and travel planning.”

Apart from this, the campaign plays a 15/30-second commercial on digital with the underlying message of “Kuch aisi hi aage ki soch banati hai hume The Great Indian Traveller”, invoking the audiences to visit the microsite.

On the radio, it has partnered with Radio City 91.1 FM with bloggers, stand-up comedians like Atul Khatri and travellers to share their experiences and journeys around the globe.  The radio slot also includes, ‘Roaming Rancho’, a character to engage the audience with travel histrionics, contests, mnemonics, etc.

“The idea of getting an external team is to get the new flavour. We got them on board for their content. We surely have given them a guideline on what we want to communicate because travel planning is a vast subject. There is no question of intervention since it kills the purpose of having them. They have all freedom.”

To a question on future collaboration with influencers, Jadhav said brands need to have more people talking about its content. For Tata AIG, who to collaborate with depends on how the second leg of the campaign with bloggers goes.

The Video:

Tata AIG’s microsite: 

https://www.tataaig.com/planyourtravel

Credits:

Creative Agency: Enormous Brands

Media Agency: Zenith Media