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Pyaar Ki Azadi - A Campaign by Bajaj Allianz and WATConsult

Updated On Oct 20, 2020

On September 6 2018, Article 377 was decriminalized by the Indian Supreme Court. This verdict was historic, and it became a milestone in the pursuit of equal rights for LGBTQIA+ community in India. This marked the celebration for a truly independent India rejoicing in a collective sense of freedom for the first time.

To commemorate this remarkable beginning, Bajaj Allianz General Insurance Company and Dentsu Aegis Network’s - WATConsult, came together to introduce a campaign called ‘Pyaar Ki Azaadi’. 

“Pyaar Ki Azaadi” launched campaign video aiming to foster the main message of the brand’s which is inclusion and care. The video shows the diversity of the population in India and includes the LGBTQIA+ community in such diversity. The campaign video ran high on sentiments correlating to India’s 73rd Independence Day, resonating deeply with many, especially the individuals belonging to the LGBTQIA community. 

Rajiv Dhingra, who is the CEO, as well as the founder of WATConsult remarked that “Pyaar Ki Azaadi” is a way to celebrate feeling independent for the LGBTQIA community. He said that this Independence Day would be the first day of freedom for individuals belonging to the LGBTQIA community. They can celebrate the expression of love between every gender. He further emphasized on the message behind the campaign to spread love, respect, care and equality. He also acknowledged Bajaj Allianz General Insurance for being an innovative brand and initiating an opportunity for a greater inclusive India. 

Harish Iyer, who is a renowned activist of equal rights, stressed on the importance of equality being a birth-right rather than a privilege. He appreciated Bajaj Allianz’s efforts and initiatives for rekindling freedom’s flame within them, and for raising awareness. In addition, he also pointed out that Homophobia costs more than a billion dollars as per the World Bank Report. As such, the best solution for it is equality because it fosters stability as well as profits. 

Bajaj Allianz General Insurance is a leading insurance company offering health insurance and other types of general insurance plans. Some of the company’s notable health plans include Health Guard, Global Personal Guard, Critical illness policies, etc.

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