Bharti AXA Life celebrates Army Day by launching a campaign


With the announcement of its ‘Weather it like Indian Army’ campaign, an effort dedicated to the brave hearts of the Indian Armed Forces, Bharti AXA Life Insurance, a joint partnership between Bharti Enterprises, one of India’s leading company firms, and AXA, one of the world’s largest insurance firms, honors the indomitable spirit of military personnel on the occasion of Army Day. Observing today’s 73rd Army Day, Bharti AXA Life Insurance has embarked on a social media initiative comprising the Indian Armed Forces’ real-life experiences, including Army Veterans and soldiers in extreme Indian terrain. The campaign salutes the spirit of ‘Yoddha’ within them and takes their perspectives to social media netizens in an immersive multimedia format. In this initiative, the organization plans to connect on Twitter and Facebook with Army members, their families, and millions of people around the world.

Parag Raja who is the CEO & Managing Director of Bharti AXA Life Insurance said that the Bharti AXA family salutes the protectors and their valiant spirit and gallant service to the multi-billion-plus country on Army Day. Given their matchless security services, they have launched their Yoddha channel comprising ex-servicemen to provide armed personnel with adequate financial solutions and protect the protectors. Bharti AXA Life Insurance will devote one hour daily during the day, with the help of Twitter, to giving true insights to the armed forces of having worked in rugged terrain, and courageous extremes to serve us.

The real-life encounters include a myriad of fascinating anecdotes told by Army Veterans, ranging from 98-year-old Lt. Gen. S.N. Sharma, who always loves running, to young soldiers who have served in extreme areas. The aim is to let the viewer know what “Weather it as the Indian Army” actually entails. This campaign has been launched by Bharti AXA Life to highlight the weather conditions at various frontier locations where Indian soldiers brave all odds to defend the country. Throughout the day, the organization will update the weather conditions of various border locations such as Siachen, Kargil, Longewala and highlight the harsh weather conditions under which the real heroes have to protect the country with a never-say-die mentality.

To exchange their heartwarming messages with the troops who work tirelessly to keep the world and its people secure and safe, the organization will even pursue participation from the families of the armed forces. Through exchanging all of them with the Additional Directorate General of Public Media, it would reach out to the soldiers with these video/audio updates. Bharti AXA Life Insurance also has a dedicated platform for them, Bharti AXA Yoddha, acknowledging the value of the important work of the armed forces for the country, with the sole purpose of providing ethical, transparent, and cost-effective services that meet their needs for security and savings.

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