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Aegon Religare’s humorous take on how people view life and death

The life insurance company takes the digital route to urge people to protect themselves. Infectious has conceptualised the digital campaign, which features four films

BestMediaInfo Bureau | Mumbai | March 12, 2015

Aegon-Religare-TVC Click on the image to watch the TVC.

Aegon Religare Life Insurance has released a digital campaign featuring four long-format web films. Conceptualised by Infectious, the campaign provides a humorous take on how people view life and death.

The films feature stand-up comic Atul Khatri in different settings, which are potentially life-threatening situations like: fixing a short-circuited fuse, lighting a gas stove much later after turning it on, lying under a jeep which is propped up on sticks, and climbing a wobbly drainage pipe to get into a locked house. As he goes about fulfilling the tasks, he talks about how nothing will happen to him due to various illogical reasons. The films end with a product slide starting with the line: “For those who are not immortal, protect yourself with Aegon Religate iTerm Insurance Plan”.

Yateesh Srivastava Yateesh Srivastava

Commenting on the launch of this campaign, Yateesh Srivastava, Chief Operating Officer, Aegon Religare Life Insurance, said, “We have always tried to be different and explore new territory. In this campaign, we leverage on the very Indian insight that ‘bad things happen to others’ and hence, the use of the hashtag #nothingwillhappen. In Atul Khatri, we found the perfect protagonist, with a culturally relevant take on protection. The only difference in this campaign is that it is being released only through digital media and will not have a television release.”

“While the campaign is product specific, we also expect a positive impact on our overall brand awareness. In insurance, the treatment of life and death has been predictable so far. With this unconventional take on protection, we hope to change the communication paradigm within which insurance operates,” he added.

Ramanuj Shastry Ramanuj Shastry

Ramanuj Shastry, Co-founder, Infectious, elaborated, “The web series is a new voice in the Life Insurance category, rife with cloyingly emotional advertising. Using humour and an unlikely spokesman in stand-up comedian Atul Khatri, the campaign pokes fun at people in a state of denial about death, while gently reminding them to protect themselves.”

The TVCs:

Fuse Off: 


Three B’s: 


Made In India Insurance:


Buzurg (Elderly) Protection:



Client: Aegon Religare Life Insurance

Creative Agency: Infectious

Co-founder: Ramanuj Shastry

Production House: Tigmanshu Dhulia Films

Director: Karan Butani

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