Since videos are the most consumable formats on social media that are relatable to the masses and also convey a hard-hitting message, the agency thought of exploring that route to drive engagement and build awareness

On the occasion of Gandhi Jayanti on Wednesday, Bharti Axa has announced the launch of a new campaign #GandhiSurance.

The campaign has been conceptualised by Digi Osmosis.

Digi Osmosis said, “keeping some of Mahatma Gandhi’s principals – Suraksha, Seva, and Swachhta, we introduce the Bharti AXA Life Initiative: a mission that encourages and supports the asli heroes of today’s world that are the true faces of #GandhiSurance.”

The campaign aims to recognise the efforts of real heroes who clean up after us; the ones who get up every morning and sweep the streets, collect garbage and provide us with a clean place to live in. It’s time to notice the unnoticed and give the unsung heroes the acknowledgment that they rightfully deserve, the company said.

According to the creative agency, since videos are the most consumable formats on social media that are relatable to the masses and also convey a hard-hitting message, they thought of exploring that route to drive engagement and build awareness.

Source: Brandequity