IndiaFirst Life links insurance with the certainties of life
Conceptualised by Ogilvy & Mather, the campaign aims to spread awareness about life insurance as a tool to provide adequately for life goals instead of the fear of the unknown
IndiaFirst Life Insurance’s new campaign, ‘Because Life is Full of Certainties’, seeks to appeal to the customers’ own reasoning by advocating prudence in planning for events or life goals that have a greater likelihood of happening such as getting married, having children, fulfilling responsibilities towards them and retiring. This is a step away from the generally promoted outlook to insurance that hinges on a person’s fear of the unknown.
Rushabh Gandhi, Director, Sales and Marketing, IndiaFirst Life Insurance, said, “It was imperative for us to get our brand positioning aligned to our ‘Customers First’ philosophy. From here stemmed the idea of ‘Because Life is Full of Certainties’, a proposition born out of the understanding that life isn’t full of accidents waiting to happen. In fact, it is full of certainties like getting married, having children, getting them married and retiring. So instead of worrying about things that most likely won’t happen, why not prepare for those that certainly will.”
Prakash Nair, Executive Vice-President, Ogilvy & Mather, said, “One of the biggest barrier to insurance in India is the Superman Syndrome – the ‘I don’t need it. Nothing will happen to me’ attitude. And the best way to convince these folks is straight talk – no jargon and no emotional overdose! The best way to get them to sit up and take a second look at us would be to tell them what will happen versus what could, maybe, happen. Thus was born the thought ‘Life is full of certainties’. It’s a simple and refreshing view of life insurance, one that will create a distinct identity for the brand.”
To spread awareness on the unique premise of providing adequately for certainties, IndiaFirst Life has rolled out the “Because Life is Full of Certainties” campaign pan-India, across mediums including billboards, hoardings, OOH, digital, radio, and internet marketing.
Headquartered in Mumbai, IndiaFirst Life Insurance is one of the country's youngest life insurance companies. It is promoted by Bank of Baroda and Andhra Bank along with UK's wealth and investment company Legal & General.
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