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Tag: Ashu Mhatre

  • Bandhan Life and Havas CX India launch bold, witty insurance campaign

    Bandhan Life and Havas CX India launch bold, witty insurance campaign

    MUMBAI: Life insurance and laughter don’t usually go hand in hand-until now. Bandhan Life, in collaboration with Havas CX India, has flipped the script on traditional financial planning with an entertaining new campaign designed to simplify life insurance and make securing one’s future feel less like a chore and more like a smart (and slightly amusing) move.

    The campaign, rolling out just in time for India’s peak insurance season (February–March), strategically taps into the heightened demand for financial security and tax-saving solutions. By blending humour, cultural quirks, and everyday scenarios, Bandhan Life is on a mission to prove that life insurance doesn’t have to be daunting—it can be as easy (and satisfying) as haggling for a good deal on a Mumbai auto ride.

    Why now? Because timing is everything. Life insurance sales in India hit their peak during tax season, with consumers scrambling to make smart investment choices while maximising benefits. Bandhan Life’s campaign ensures it meets consumers right where they are—with engaging, relatable storytelling that turns financial jargon into lighthearted, real-life moments.

    Financial planning can feel like deciphering an ancient script—full of tax laws, fine print, and complicated clauses. This campaign aims to change that. Through a series of short, witty films, Bandhan Life demystifies the fine print and makes policy benefits crystal clear. From an art connoisseur looking for a deal to a future-predicting parrot and a haggling commuter, each story serves as a reminder that securing your future is easier than you think.

    Bandhan Life’s mission is simple—help consumers move beyond last-minute tax-saving panic and towards strategic, long-term financial security. Whether it’s guaranteed returns, wealth creation, or tax benefits, the campaign urges customers to step into their nearest Bandhan Bank branch and take control of their financial future with confidence.

    Bandhan Life head of marketing Akhil Almeida summed it up, “Financial planning shouldn’t feel like an emergency-especially during tax season. We wanted to create something that makes life insurance approachable, empowering, and even a little entertaining.”

    Havas CX India head of creative Ashu Mhatre added, “Bandhan Life understands its customers deeply. This campaign taps into those everyday Indian behaviours-the art of bargaining, the love for a good deal, and the need for financial security-all wrapped in a humorous, engaging format.”

    The campaign will run across digital platforms, OTT channels, and social media, ensuring maximum reach and engagement. Designed to resonate with both first-time buyers and seasoned investors, it invites everyone to think beyond tax season and make smarter financial decisions.

    Bandhan Life and Havas CX India are here to remind everyone that life insurance isn’t just about checking a box—it’s about securing your future, stress-free. And if you can laugh a little while doing it, even better.

  • Bandhan Life takes flight with ‘Maa Ki Udaan’ – A Heartfelt Mother’s Day Tribute

    Bandhan Life takes flight with ‘Maa Ki Udaan’ – A Heartfelt Mother’s Day Tribute

    Mumbai: Bandhan Life Insurance, a champion of empowering dreams with financial security, soars into Mother’s Day with a touching campaign titled ‘Maa Ki Udaan, Bandhan Se’. This digital film beautifully extends the brand’s philosophy of ‘Bharat Ki Udaan, Bandhan Se’ by celebrating the powerful, unspoken bond between mothers and children.

    The story follows a mother whose day is disrupted by a case of the hiccups. Despite her best efforts, nothing seems to work until her son returns home with a bruised elbow. But wait! Here is where the magic happens. As she kneels to care for him, her hiccups vanish – a heartwarming reminder of a mother’s protective nature and the unique connection she shares with her child.

    Bandhan Life head of marketing Akhil Almeida shared, “This campaign’s heart lies in its storytelling. It beautifully compares mothers as the first ‘life insurance,’ highlighting their protective and nurturing instincts. It emphasizes the importance of strong relationships in navigating life’s uncertainties, echoing our brand’s commitment to empower individuals through security and connection.”

    Almeida adds: “This film not only celebrates the ‘first shield of protection’ mothers provide but also encourages them to trust Bandhan Life as their second shield – life insurance. It is a testament to our commitment to emotional and financial security and our mission to empower individuals to live with confidence and peace of mind.”

    Havas CX India head of creative Ashu Mhatre said, “If I were to ask you, who’s your first insurance, it’ll take you a while to wrap your head around the question, but when you do, without hesitation, you’d say your mother. This new thinking towards life insurance is what Bandhan Life is all about – a promise of a secure, safe India, and its ambitions taking flight. In its first story, we’ve explored the bond a mother shares with her kids. An unsaid bond, or Bandhan in this case, that can be felt even when they’re miles apart. All we had to do was bring this beautiful story to life. After this, you never know, you might be the reason your mother is hiccupping today.”

    The digital film has been conceptualised by Havas CX India and will be distributed across various online platforms, including social media channels.