ITV

Category: Ad Campaigns

  • Ghadi detergent launches new campaign for Diwali

    Ghadi detergent launches new campaign for Diwali

    MUMBAI: Ghadi has always believed in provoking its consumers to be more socially conscious and aware.

    Its campaign, #SaareMaelDhoDaalo has become synonymous with cleaning which goes beyond clothes. The campaign has not only made its way into the hearts of people, but the efforts towards initiating a social change also resulted in the campaign winning the Effie Awards 2017 amongst many others.

    In the past 2 years, Ghadi identified 3 key festivals of India and decided to propagate its philosophy of #SaareMaelDhoDaalo. It urged people to cleanse their minds of this deep-seated filth. Every single time, it identified and addressed a new notion of the mind and showed a mirror to the society.

    Continuing with the idea, the new campaign around Diwali tackles another kind of ‘mael’. This time, Ghadi urges its consumers to give each profession its due respect and not to belittle people for what they do.

    The TVC takes place inside every proverbial Indian household, where the domestic help is taken for granted. Their efforts and sacrifices go unnoticed. Often, their work is considered as “menial”. The TVC advocates the cleansing of this ‘mael’ through the story of a teenager. We see him constantly admonishing the maid’s efforts, until his mother asks him to step into her shoes. The lesson he learns is a lesson for us all. The campaign requests us to realise that no work is small. It urges people to realise the worth of every work that comes their way and understand the importance of people in their lives.

    ADK Fortune National Creative Director Akashneel Dasgupta says, “In continuation with our campaign, this is yet another aspect that we are trying to address. To restore dignity of work, whatever be the nature of it. This, we hope, will further strengthen Ghadi’s cleansing credentials in the minds of people.”

    The film has been conceptualised by ADK Fortune and executed by Full Circle Films.

  • ICICI Bank to promote online security through new campaign

    ICICI Bank to promote online security through new campaign

    MUMBAI: ICICI Bank’s latest multimedia campaign addresses some of the key concerns of customers who use credit cards.

    The campaign includes a set of three TVCs, showcases the ‘Manage Cards’ which is a first-in-the-industry feature, introduced to the bank’s mobile banking platform – iMobile. The feature for credit cards, gives customers the power to control the security of their cards right from their own phones at just the flick of a button, 24×7.

    The three TVCs featuring Kalki Koechlin, Manoj Pahwa and Kunal Roy Kapoor, take a humorous road towards addressing the safety concerns of the consumers and are designed to instil a sense of self-security in their minds by showcasing them the strength of the ‘Manage Cards’ feature.

    Each of the three TVCs cater to one of each features viz. ‘temporary block / unblock card’, ‘block / unblock online transactions’, ‘block / unblock international transactions’.

    Ogilvy senior ECD Zenobia Pithawalla says, “Even though we use humour and exaggeration, we have still kept the communication extremely relatable, for people who are hesitant to use credit cards, owing to the fears associated with them. So when they see the ads, they are actually reassured of ICICI Bank's commitment to the security of their transactions.”

    Ogilvy senior vice president Walter Noronha adds, “In today's booming retail market, our customers are truly enthused and excited about shopping, on-line and offline, be it India or abroad. However the fear of fraud during an on-line transaction or a card being misplaced always beckons. Our campaign aims at helping customers to enjoy while ICICI will take care of their fears via their technology platform.”

    Ogilvy has been producing iconic, culture-changing marketing campaigns since the day its founder David Ogilvy opened up shop in 1948. The company creates experiences, design and communications that shape every aspect of a brand’s needs through six core capabilities: Brand Strategy, Advertising, Customer Engagement and Commerce, PR and Influence, Digital Transformation, and Partnerships.

  • “Hallmark makes it gold” says Bureau of Indian Standards in their new Hallmarking campaign

    “Hallmark makes it gold” says Bureau of Indian Standards in their new Hallmarking campaign

    MUMBAI: Bureau of Indian Standards (BIS) today launched their latest gold Hallmarking awareness campaign that speaks to consumers through popular media like electronic, print and digital. A holistic marketing campaign aims to create awareness amongst consumers to buy Hallmarked gold during festive season.

    The effort of raising awareness around Hallmarking is rooted in true-to-life stories that consumers can relate to. The stories for every medium are different and the messages for hallmarking have a refreshed approach. The television commercial showcases connect of gold across generations, geographies and occasions. It highlights gold’s appeal among all ages, the tradition of gold changing hands in the family through many generations, in refined subtlety. It explores gold’s socio-cultural ties with weddings, festivities and gifting. The digital films bring to life the most common facts about hallmarked gold. A curious pair of characters answers those questions using a light-hearted banter.

    The print and radio creatives are designed to effectively communicate the benefits of Hallmarking using minimalistic tactics. The print creatives inspire the audience to take notice of the most important aspect of gold buying – look for four symbols of Hallmark while buying gold. The radio creative champions the cause of raising awareness using humor and wit that is instantly relatable and endearing. Gold buying in India is not a trend or a necessity, it is entrenched into our cultural ethos; and the entire campaign appreciates this uniqueness in a relatable manner.

    Remarking on the new campaign, Sh. H. L. Upendar, Deputy Director General, Consumer Affairs, Bureau of Indian Standards said, “The benefits of Hallmarking are widely recognised in India’s gold industry. Hallmarking has a direct correlation with consumer trust, and confidence. However, the awareness among consumers is still not high which makes them susceptible to under-caratage. Since launch of Hallmarking in 2001, gold Hallmarking has been voluntary. We would prefer consumer purchase only Hallmarked gold from BIS Licensed Outlets to ensure guarantee of purity or fineness which is consumers’ right. We aim to usher a time where consumers walk into any jewellery store and demand for only Hallmarked gold. We want consumers to look for the four symbols of Hallmark and make informed purchases. In a country where millions invest their life savings into gold purchases; they deserve pure and certified gold. Through this campaign, we aim to catalyze a mass consumer movement to drive preference for Hallmarked gold.”

    Commenting on the conceptualization of the campaign, Neville Shah, Executive Creative Director, Ogilvy and Mather, said "This campaign is supposed to cause a shift in behaviour. And that’s the hardest. What’s harder is the fact that it isn’t a tangible product. It’s more like a service. A concept. And with the ubiquitous utilitarian nature of gold, that is also an emotional purchase, that spans across the country, which we had to link to something. The emotion of gold. The blessing. The value. The fact that gold is always considered to be pure. And would it all be worth it, if the actual gold wasn’t? The digital films then do the job of educating people how to go about hallmarking their gold. It also serves as a myth-buster for some of the facts about hallmarking."

  • GAIL’s Star Studded crusade against Air Pollution

    GAIL’s Star Studded crusade against Air Pollution

    MUMBAI: Digital stars Amol Parashar and Sarah Hashmi have come together, lending their on-screen chemistry to the brand new music video for the newer, cooler and futuristic avatar of the one year old ‘Hawa Badlo’ anthem. Bollywood singers Harshdeep Kaur and Javed Ali have sung this new Hawa Badlo Anthem. The Master of Ceremonies for the press conference announcing the launch of this music video was RJ Anurag Pandey, host of breakfast show ‘Picture Pandey’ on Fever 104 FM. Also, present were Nalini Malhotra, General Manager (Corporate Communication) GAIL (India) Limited and Protiqe Mojoomdar, Co-Founder & Producer, Handyyman- the Content partner of the ‘Hawa Badlo’ campaign

    The press conference also witnessed the commencement of #BringBackTheBlueSkies, a campaign dedicated to ‘Turn Back time to better environments and bluer skies that we were once used to’, through perceptible action, change in our lifestyle choices and behaviour towards the environment.

    According to a CSE Report Air Pollution is one of the biggest killer that is responsible for thousands of death every year and GAIL has been instrumental in putting up a fight against pollution, educating the masses on the malice of air- pollution and how it affects people.

    In light of this alarming situation, GAIL has been supporting Hawa Badlo, an independent people’s movement started more than two years ago, aimed at propagating sustainable mind-set change at individual level, which collectively establishes an extensive community change for greener and cleaner tomorrow for us and generations to come.

    Amol Parashar, the star of web series like Home and Tripling, addressing the Press Conference said, “Not only is this a very exciting project for me but also gives me a chance to connect with the youth of the country for a noble cause. I also am glad I got to experiment with my look, and play a much older man for the first time! Hawa Badlo is a signature social media movement against the havoc of air pollution and I am excited and very happy to be a part of this initiative.”

    Sarah Hashmi, of Dil Dhadakne Do and Happy Phir Bhaag Jayegi fame, while addressing the press conference said, “This campaign is timely, necessary and pointing to the young changemakers to recognize this fatal menace called Air Pollution. Was surprised to learn how many people are losing their lives to it every year. I am happy to get a chance to be a part of this video with Amol and hope that it will be useful in creating the requisite connect with the youth through social media platforms.”

    The new video called TURN BACK TIME – Hawa Badlo V Mix – is produced by HANDYYMAN and has been co-written by Tanvir Ghazi (Pink) and Protiqe Mojoomdar (Halkaa, I am Kalam, Ishqeria) and the music is by Bishakh Jyoti

    Nalini Malhotra, General Manager (Corporate Communication) GAIL (India) Limited said, “The new HawaBadlo musical video is targeted at the masses and youngsters who are being asked to bring about change in the air by their respective efforts. The campaign is in line with GAIL’s commitment to improve the air quality with collective societal effort.” she further added, “Through this music video we kick start our campaign #BringBackTheBlueSkies which intends to inspire masses & youngsters to take positive steps against air pollution, a global killer and to bring about change in lifestyle and adopt nature friendly fuels like natural gas in our daily lives.”

    The ‘Hawa Badlo’ Campaign is supported by GAIL and has been instrumental in involving citizens to bring about small but meaningful changes in their lives to fight the menace of pollution. The cases of chronic obstructive lung disease have almost doubled over the past 25 years, causing seven million deaths annually across the world, of which 3.8 million deaths are caused by household or indoor air pollution. The ‘Hawa Badlo’ campaign is thus the need of the hour and in many ways supports our Government’s Swachh Bharat Mission and its effort towards Natural Gas based economy.

    Protiqe Mojoomdar, Co Founder & Producer, Handyyman said, “It’s a matter of great pride for us to be a part of this award-winning campaign, and it’s the one year anniversary for us and the Hawa Badlo anthem! We are excited at the launch of this new video, which is a part of the effort to make Hawa Badlo more relevant, contemporary and a youth movement for essential change. This time, we have added a touch of romance and the hope for a happy utopic future to the video; it’s the same song but with a new arrangement that the young audience will like. So let’s spread this and together, let’s Bring Back The Blue Skies!”.

    The Press Conference displayed the music video starring Amol Parashar, digital star, of Traffic, Home, Ready to Mingle, It Happened in Hong Kong, Wildstone & Pepsi ads fame with Sarah Hashmi, who has starred in Happy Phir Bhaag Jayegi, Dil Dhadakne Do, Girliyapa and Blush. The music video is expected to generate a lot of excitement post its launch and this will flag off the launch of GAIL India’s vocal campaign #BringBackTheBlueSkies across digital media, along with a live interactive event and ‘Time Machine’ installation next month.

  • Alcobrew celebrates the Good Life with new campaign on Golfer’s Shot

    Alcobrew celebrates the Good Life with new campaign on Golfer’s Shot

    MUMBAI: Alcobrew Distilleries India, one of India's promising liquor manufacturers announced the launch of their brand new campaign for its brand 'Golfer's Shot' Whisky – one of the leading brands in premium whisky business in India.

    The leading company is home to several brands of repute, including White & Blue Whisky, Old Smuggler Scotch and Rum.

    Targeting young and affluent consumers across India, the campaign will be built around the idea of ‘Taste the Good Life’. The idea has been developed on the basis of extensive consumer research conducted by the brand. The research identified lifestyle and camaraderie as key drivers for consumption in this whisky segment and Golf emerged as a key lifestyle sport.

    Alcobrew Distilleries India chairman and managing director Romesh Pandita says, “We look forward to establish our brand as a lifestyle statement and this campaign will mark a great step in that direction. With an aim of providing Good Life Experiences, Alcobrew is looking at all marketing elements and consumer interaction points, including Premium packaging, Best in class blend, availability at top-end bars and restaurants, premium retail as well as highly premium and engaging consumer marketing programs.

    In addition to offline and online media, the idea will focus on providing consumers with experiential exposure. 'Golfer's Shot Good Life Experiences' – a scintillating amalgamation of Western and Indian music – will be one of the highlights of this campaign. These events will take place in 6 cities across November and December, commencing from 1 November.

    Apart from 'Golfer's Shot Good Life Experiences', the main highlights of the campaign would be experiential evenings curated for the consumers. It would include Golfer’s shot Good Life Experience corner, created in premium bars and pubs with premium brand interaction and drinking experience including plush comfortable recliners, tasteful enjoyment of complimentary drinks with a beautiful picture perfect background. Along with this, guests will also be provided with Golfer’s shot branded glasses, headphones and a unique picture of them drawn by an artist on the spot.

    Golf simulation games will also be one of the interesting events at the campaign that customers can experience. Romesh Pandita adds, “Association with Golf comes naturally to the brand given its name of Golfer’s Shot. And there is no sports more lifestyle than Golf.”

     As a part of this experiential program, consumers will be invited to try their hands at the game of Golf and the winners will be gifted with free shots and exciting gifts. To add spice to the event, a golf theme shaped tent loaded with a lot of collaterals and free gifts will be presented to the consumers. Apart from this, Golf simulation strip would also be set up and consumers will be invited for golf putting. Free shots and amazing merchandise would be complimentary for the lucky participants.

    The markets of Delhi, Haryana, UP and Goa will be targeted for the renewed positioning of the brand, and events will be organised in cities like Delhi, Noida, Gurgaon, Panjim, Calangute and Lucknow.

    The brand is also planning to aggressively use Digital Media for the campaign and launching lifestyle oriented digital marketing campaign from 1 Nov – just around festive season. The digital marketing program will engage young consumers through digital media like Facebook, Instagram, Youtube and Twitter and will establish strong emotional connect with Golfers’ Shot consumers.

    Alcobrew Distilleries India is one of India's youngest and fastest-growing liquor manufacturers. A dynamic supply chain, established network and exemplary products have led to its impressive growth. The company caters to civil, canteen store depots and institutional markets in liquor, all across India; and abroad.

    Alcobrew began its journey with the production of Gruppo Campari's Old Smuggler Scotch Whisky and rum from December 2006 for the Indian market. 2010 marked a momentous occasion for the company as it became the official licensee of Gruppo Campari's Old Smuggler brand in India. By 2012, confident with the expertise gained from working with the international brand, Alcobrew launched White & Blue, its own label in the semi-premium liquor segment.

    Encouraged by the product's tremendous success in the market, two years later in 2014, Golfer's Shot from the house of Alcobrew, made its way to the premium liquor segment.

  • Swiggy targets modern-day Indian families in new campaign

    Swiggy targets modern-day Indian families in new campaign

    MUMBAI: Online food delivery platform, Swiggy, has launched its third series of television commercials and digital campaign, that are reflective of new-age India and its changing culinary culture.

    With a tagline- Swiggy karo, phir jo chahe Karo!, these quirky and witty TVCs offer a glance at the Indian families of today, where consumers are increasingly investing in sharing new experiences with family members while turning to the convenience of ordering online for food through Swiggy.

    Conceptualised by Lowe Lintas and produced by Corcoise Films, the ads touch upon everyday scenarios, shedding light on how consumers are spending more time on learning something new or bonding with their family. The videos make for a captivating watch as they explore relatable, real-life situations in our homes, where Swiggy has become an integral part. They also celebrate Swiggy’s strongest assets-convenience, reliability and variety.

    Staying true to Swiggy’s style of short but impactful commercials, the 25-30 second videos are replete with subtle humour and whimsical moments. The TVCs explore everyday scenarios like conversations between a mother and child, dining table discussions between a family and a dialogue between three generations of women in a family, as Swiggy helps them prioritise quality time with loved ones.

    Swiggy VP marketing Srivats TS says, “Swiggy’s TVCs have consistently communicated to consumers in extremely relatable ways. The campaign celebrates three aspects of the modern Indian family – Super Moms, Food and Swiggy. It delves into how families of today are increasingly choosing to invest their time in connecting with loved ones and learning something new, while leaving the task of getting a meal on the table to Swiggy!”

    Lowe Lintas Bangalore president Hari Krishnan adds, “This is a campaign that is meant to increase penetration for Swiggy amongst the household segment most of whom are non-users or infrequent users. We had to strike a balance as a brand that aids or enables great food experiences rather than replaces the food that is made at home. We’re happy to have hit the sweet spot, once again.”

    Within a week of the first TVCs from this campaign going live, it has already received a lot of consumer love and appreciation on social channels. Apart from Hindi, the TVCs will be aired in Bengali, Kannada, Malayalam, Tamil and Telugu. The campaign will also run on digital and across the brand’s social media platforms.

    This campaign comes on the heels of Swiggy’s highly popular and award-winning IPL TVCs, which garnered much love from consumers and industry stalwarts alike.

  • Dream11 urges users to #KheloDimaagSe in new rap-led campaign

    Dream11 urges users to #KheloDimaagSe in new rap-led campaign

    MUMBAI: Dream11, India’s biggest fantasy sports platform, has launched #KheloDimaagSe, its newest integrated with its brand ambassador and Indian cricketer Mahendra Singh Dhoni.

    The new campaign gives all passionate Indian cricket fans the opportunity to engage deeply with the sport. The brand believes that all Dream11 users aspire to employ the same kind of thinking prowess that has made Dhoni the master of the game.

    Dream11 first introduced this positioning through #DimaagSeDhoni, its maiden campaign that helped build the fantasy sports category in India. It established Dream11 as a game of thrill, skill and sporting pride, in addition to growing the brand’s user base by three times. Through #KheloDimaagSe, Dream11 wants to reach a larger audience base and target adoption at an unprecedented scale.

    The campaign has been conceptualised and created by Leo Burnett Orchard.

    Speaking about the new campaign, Vikrant Mudaliar, chief marketing officer, Dream11 said, “In a cricket-dominated country like India, every cricket fan is an expert. With the new #KheloDimaagSe campaign, Dream11 provides users with a unique opportunity to use their sports knowledge, expertise and skill much like the players on the field. With fantasy gaming fast capturing the imagination of the country, Dream11 is a perfect foil for sports fans who love their game and further enhance their love through our platform.”

    Leo Burnett Orchard was tasked with creating a campaign that would appeal to more people across India, beyond just the core cricket fan-base. Its vision was identical to Dream11’s – to make Dream11 India’s biggest fantasy sports game.

    People get excited by and partake in everything that is adopted by a large number of people. Playing on this insight, Leo Burnett Orchard decided to project Dream11 as a mass phenomenon and not something that is isolated or individualistic.

    Speaking about the campaign, Leo Burnett Orchard Executive creative director Amod Dani says, “Dream11 is a game that needs a coherent understanding of cricket and its statistics. While the ‘Dimaag se Dhoni’ campaign made an immediate impact for the brand, making it one of the most sought after games in India, the core objective of ‘Khelo Dimaag Se’ is to make the platform far more social and inclusive. The motormouth, rap approach brings alive exactly what the users are thinking while Dhoni plays a central role in walking us through this musical.”

  • Netmeds launches new TVC with MS Dhoni

    Netmeds launches new TVC with MS Dhoni

    MUMBAI: Netmeds.com continues to maximise its relationship with the icon who is, arguably, India’s most beloved celebrity, athlete and role model, MS Dhoni.

    Its first TVC release, The Gamechanger, set in the board room as the “selection committee” sets out to find the next great player, garnered millions of views as well as new customers, and its newest iteration promises to be just as entertaining.

    This time, Netmeds has moved from the board room to the locker room, with a surprise twist. Putting the company’s brand ambassador Dhoni in the locker room, and reprising his real-life role as a team leader, gives him an opportunity to exhort his teammates to “be fast, to be strong, because the country is depending on you,” words similar to those that he has spoken many times to his teammates. But when the camera pans out, the big “reveal” shows that the “team” is comprised not of Indian cricketers, but of the Netmeds’ young and eager delivery team – a smart way of tying Dhoni’s leadership skills to the dedication and work ethic of the Netmeds team.

    The TVC follows up on the previous message that established the brand as the “Gamechanger” in the online pharma space and emphasises the importance and the USP of fast and dependable delivery

    netmeds.com founder and CEO Pradeep Dadha says, “We’ve become the online pharmacy market leader by realising the need for intelligent, far-reaching and quick healthcare solutions in urban and rural areas, and fulfilling that need. A nation battling an annual rise in chronic diseases and faced with a shortage of doctors and limited access to medicine in 3rd and 4th tier cities and towns, needed a Gamechanger. That’s how we see our role and the public is telling us they agree.”

    MS Dhoni adds on his role in the new TVC, “It was a fun and easy to work in a setting where I’m so comfortable. I do believe Netmeds is a game-changer and I’m glad to support any effort that will make the country healthier.”

  • Tata Motors ‘Ghar Lao Gold’ Contest winners felicitated by Akshay Kumar

    Tata Motors ‘Ghar Lao Gold’ Contest winners felicitated by Akshay Kumar

    India: Encouraging self-employment and entrepreneurship in India, Tata Motors is excited to announce the winners of the ‘Ghar Lao Gold’ contest – a competition aimed to discover entrepreneurs with the most creative ideas, comprising the Tata Ace Gold. The five winners have each won a brand-new Tata Ace Gold worth Rs. 3.78 lakhs handed over by the superstar and brand ambassador of Tata Motors Commercial Vehicles, Akshay Kumar. The winners and the budding entrepreneurs, with the legendary Tata Ace Gold will look to implement their innovative ideas and turn it into a reality.

    Congratulating the winners on their entrepreneurial outlook, Mr. UT Ramprasad, Head – Marketing and Brand Communications, Commercial Vehicle Business Unit, Tata Motors said, “A winner is someone who recognizes his talents, works towards developing them into skills, and uses these skills to accomplish his goals. Our Ghar Lao Gold campaign was aimed at fostering entrepreneurship, across the country. Through this campaign, we realized that India has a huge talent pool with unconventional ideas, but because of limited resources not everyone is able to showcase their creativity. We sincerely hope Tata Motors Ace Gold can catalyse their ideas into something brilliant for themselves and the society at large. We would like to congratulate the budding entrepreneurs for their creative ideas and look forward to assisting them in achieving their goals.”

    The #GharLaoGoldContest received an overwhelming response with over 25,600 entries in just a span of two months. All the top 19 finalists were mentored by a group of esteemed judges and the top 5 winning business ideas were adjudged as the champions. Extending its sincere thanks to all the applicants, Tata Motors will be assisting each of them as they expand their creative ideas.

    Here is a brief introduction of the 5 budding entrepreneurs, who participate and emerged victorious in the Ghar Lao Gold contest. Out of 25,600 participants, this outstanding bunch proved their mettle.

    Anish Kumar – A well-qualified Mechanical Engineer who belongs to Patna, Bihar. He wants to pursue his dream while serving the society at large. His idea is to start a road repairing business where he aims to repair potholes. According to Anish, these potholes on the road cause numerous accidents every year. He envisions becoming India’s largest ‘quality’ road repairing contractor in the coming years.

    Rahul Tak – He hails from Ajmer, Rajasthan and is an expert in servicing the heart of electrical transformers, which is called OLTC (On Load and No Load Tap Changer). The OLTC requires servicing and small quantity of transformer oil periodically. Rahul’s business idea is to install a small servicing unit in Tata Ace Gold and service transformers across the length and breadth of his district and expand it further over the years.

    Roma Roy – The wife of an NTPC employee based in Korba, Chhatisgarh, and this homemaker’s dream is to start a mobile theme-based restaurant. Her business venture will be one of a kind in the remote are where she lives with over 300 other families.

    Gurinder Singh – A 51 year old automobile spare parts marketing professional from Delhi, who left his job of 20 years to venture on his own. His idea with Tata Ace Gold is to establish his own automobile spare parts logistics business from scratch.

    Aniketh Roy – A local boy from a small village in Silchar, Assam known as Saidpur. The area has poor infrastructure with almost non-existent roads. His great vision is to help all the farmers in his village by transporting their agricultural produce to the nearest town. They are currently managing this with great difficulty. A lot of produce gets wasted because it is not transported in time. He wishes to expand his venture to the farmers in nearby villages in the future.

    On an average, in every 3 minutes, an Ace has created a new business, generated employment and inspired entrepreneurship opportunities, thus transforming lives in the remotest areas in India. Strategically designed to perform all tasks for the last mile movement, the Ace continues to remain the preferred choice of Indian entrepreneurs and small businesses in the country. Through the ‘Ghar Lao Gold’ contest, Tata Motors continues to inspire the new generation of up-and-coming entrepreneurs.

  • DHFL Pramerica Life Insurance launches digital campaign #KalSePehle

    DHFL Pramerica Life Insurance launches digital campaign #KalSePehle

    MUMBAI: To promote the importance of life insurance in an individual’s life, DHFL Pramerica Life Insurance has launched a digital campaign today titled #KalSePehle. Through this campaign, DHFL Pramerica is taking on the behaviour of postponement around Life Insurance.

    People do not realise the importance of life insurance till they actually need it. Till then, it just keeps on getting postponed to another day, another time; even at the risk of their own family’s financial future.

    DHFL Pramerica Life Insurance CEO and MD Anoop Pabby says, “The campaign intends to inspire people to come out of the slumber and take timely decision on insurance because delaying it could make insurance expensive, difficult and in some cases impossible. In school everyone has learnt Sant Kabir’s doha (couplet), ‘Kaal Kare So Aaj Kar, Aaj Kare So Ab’, however it is not practised in our daily lives where a lazy option finds precedence over something as important as insurance.”

    DHFL Pramerica Life Insurance chief marketing and digital officer Anshuman Verma adds, “This is a campaign for the typical procrastinator in every Indian, so we personified him as Mr. Kal Se, because he postpones everything to tomorrow. Secondly, we decided to target the cultural grammar of ‘Kal Karein’ or ‘Can we do this tomorrow’ and highlighted the relatable, everyday excuses which are used to rationalise procrastination.”

    This thought-provoking idea is encapsulated through a three-part digital video series. The first film revolves around Mr. Kal Se’s morning routine. He wakes up feeling groggy and is unable to convince himself to start his morning workout and postpones it to the next day. However, Mr. Kal Se rethinks and makes the life decision #KalSePehle. This film highlights the fact that whether it’s about your fitness or your family’s financial fitness, it’s best to act before tomorrow.

    The tendency to prioritise another hour’s sleep over-exercising or gorge on sumptuous meal over diet control or laze around on a weekend over actively playing with children is being targeted through the campaign.

    The three-part film series is part of a larger campaign with creative collaterals across online and offline media.