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Exide Life Insurance launches #IncomeKaTopUp

Conceptualised by Autumn Worldwide, the insurance company shows the benefits of planning for a regular second income

BestMediaInfo Bureau | Mumbai | June 13, 2016

Click on the image to watch the TVC. Click on the image to watch the TVC.

Exide Life Insurance recently launched its new digital campaign #IncomeKaTopUp across social media. The campaign, centred on the recently launched Exide Life Income Advantage Plan, projects the need for a second income in a very simple way using two interesting situations.

The first campaign shows two male friends on a video call planning about their photography tour. But since one friend’s increment hasn't come yet, they decide to look for a cheaper option. But in that instance he gets an e-mail from Exide Life on his income top up. The digital film ends with the benefits of the insurance.

The second campaign has a similar scenario, but this time with two female friends planning a scuba diving trip. One of them is waiting for an increment but doesn't get a much higher one and hence looks for a cheaper trip. But at that moment she receives an e-mail from Exide Life on her income top up and the plan continues. The film ends in a similar manner.

Exide Life Income Advantage is a unique savings-cum-insurance plan which works to your advantage by providing regular, guaranteed income and life cover. Under this plan, one can choose from two income payout options as per your life stage needs, helping you benefit from the bonus pay outs.

On the release of this campaign, Mohit Goel, Director, Marketing and Direct Channel, said, “The message integrates perfectly with our mission of helping Indians prepare financially for a long and happy life. It is a universal fact that a little extra is always welcome. And this maxim holds true for income more than anything else. An extra or a regular second income is like the topping on ice cream -- it makes everything better. Through this campaign we want our customers to appreciate the need to plan for their #IncomeKaTopUp so that they don’t compromise on experiencing the joys of life.”

Anusha Shetty, CEO, Autumn Worldwide, said, “A little extra is always welcome and we humans love it – extra discounts on shopping or extra toppings on an ice cream. This maxim holds true on one’s income as well - it makes everything better.”

TVC Link:




Client: Exide Life Insurance

Agency: Autumn Worldwide

Creative Director: Abhay Rajankar

Creative team: Sharik Hassan, Kirthana Lingala

Account Planning: Bodh Deb, Mayank Patel and Kushi Shetty

Production house: 3Sixteen Film

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