IndiaFirst Life Insuranceâs new campaign, âBecause Life is Full of Certaintiesâ, seeks to appeal to the customersâ 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 personâs fear of the unknown.
Rushabh Gandhi, Director, Sales and Marketing, IndiaFirst Life Insurance, said, âIt was imperative for us to get our brand positioning aligned to our âCustomers Firstâ philosophy. From here stemmed the idea of âBecause Life is Full of Certaintiesâ, a proposition born out of the understanding that life isnât 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 wonât happen, why not prepare for those that certainly will.â
Prakash Nair, Executive Vice-President, Ogilvy & Mather, said, âOne of the biggest barrier to insurance in India is the Superman Syndrome â the âI donât need it. Nothing will happen to meâ attitude. And the best way to convince these folks is straight talk â 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 âLife is full of certaintiesâ. Itâs a simple and refreshing view of life insurance, one that will create a distinct identity for the brand.â
To spread awareness on the unique premise of providing adequately for certainties, IndiaFirst Life has rolled out the âBecause Life is Full of Certaintiesâ 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.
Creative Agency: Ogilvy & Mather