TBWA India bagged the creative business of Bajaj Allianz Insurance after a long drawn multi agency pitch that included FCB Ulka, McCann-Erickson, Ambience Publicis and incumbent agency, Contract.

Bajaj Allianz Life Insurance marketing head. Sanjay Jain said, "TBWA’s strategy and creative understanding has been in sync with our vision. TBWA did clearly emerge as a winner in the selection process for the creative agency".

TBWA further claimed that it was the use of Disruption that helped the agency win this coveted piece of business. TBWA India is aiming to Disrupt the language of insurance advertising in India.

Disruption is the proprietary strategic planning and creative development process of the worldwide TBWA network. The Disruption approach uses a range of thinking tools developed by our offices around the world in a collaborative process to open up new market spaces and ‘a larger share of the future’ for TBWA's clients.