Bharti AXA Life wants to Go Beyond Insurance for consumers

Launches first-of-its-kind service for policyholders by providing emotional counselling, financial planning and  will related services to support the family of deceased

Bharti AXA Life Insurance, the private life insurance joint venture between Bharti Enterprises and AXA, one of the world’s largest insurance companies, is all set to launch a unique service proposition, ‘Beyond Insurance’. With this proposition the company aims to provide first in the market initiatives that go beyond just providing insurance benefit and support customers at critical moments.       

The first launch in this series is the ‘Grief Support Program’, specially created for the family of the customers. ‘Grief Support Program’ offers the family of the deceased; most critical services that will help the family overcome the loss and steady their lives. The services include emotional counselling to manage the grief associated with the loss; financial planning for the lump sum they receive as part of the insurance benefit and will related advice for the family who may not be familiar with legal documents.

Commenting on the launch, Sandeep Ghosh, MD & CEO, Bharti AXA Life Insurance said, “Minimizing any distress to the family during an unfortunate event is the main driver behind an insurance buy. As an insurance company we protect the family against financial distress, but we feel that addresses only part of the issue. Loss of a dear one is a very difficult phase wherein families of the deceased often feel overwhelmed, and in some cases prone to depression. Through our Grief Support Program, we aim to provide families with the necessary emotional and other support that goes beyond insurance.”

“At Bharti AXA Life, customer-centricity is at the heart of every initiative. Our newest proposition of ‘Beyond insurance’ further highlights our commitment to our customers”, he further added.

Sharing the details of the campaign, Jitin Paul, Chief Marketing Officer, Bharti AXA Life Insurance said, “We are launching an integrated marketing campaign for #GoBeyond. It is going to be the biggest bang in the insurance industry and will encompass TV, digital and other interesting platforms. We are also the associate sponsors of the India Australia Test Series which will help us reach out to the male corridor of media effectively.”

Under ‘Grief Support Program’, the family of the deceased will get access to several services like Emotional Counselling, Financial Planning and Will related help.

To amplify the new initiative, Bharti AXA Life is launching a high decibel ATL/advertisement and digital campaign across Facebook, Twitter and Instagram slated for launch 26^th January.