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DHFL Pramerica Life Insurance launches its new campaign, #KalSePehle

Through the campaign, the brand is trying to promote the importance of life insurance in an individual’s life

Click on the image to watch the TVC.

DHFL Pramerica Life Insurance has launched a digital campaign, #KalSePehle. Through this campaign, DHFL Pramerica is taking on the behaviour of postponement around Life Insurance. People do not realise the importance of life insurance till they actually need it. Till then, it just keeps on getting deferred to another day, another time, at the risk of their own family’s financial future.

This thought-provoking idea is encapsulated through a three-part digital video series. The first film revolves around Kal Se’s morning routine. He wakes up feeling dazed and is unable to convince himself to start his morning workout and postpones it to the next day. However, Kal Se rethinks and makes the life decision #KalSePehle. This film highlights the fact that whether it’s about your fitness or your family’s financial fitness, it is best to act #KalSePehle, i.e. before tomorrow.


Anoop Pabby, CEO and MD, DHFL Pramerica Life Insurance, said, “The campaign intends to inspire people to come out of the slumber and take timely decision on Insurance because delaying it could make insurance expensive, difficult and in some cases impossible. In school everyone has learnt Sant Kabir’s doha (couplet), ‘Kaal Kare So Aaj Kar, Aaj Kare So Ab….’, however it is not practised in our daily lives where a lazy option finds precedence over something as important as insurance.”

Anshuman Verma, Chief Marketing and Digital Officer, DHFL Pramerica Life Insurance, said, “#KalSePehle is a campaign for the typical procrastinator in every Indian, so we personified him as Kal Se, because he postpones everything to tomorrow. Secondly, we decided to target the cultural grammar of ‘Kal Karein’ or ‘Can we do this tomorrow’ and highlighted the relatable, everyday excuses which are used to rationalise procrastination.”


The three-part film series is part of a larger campaign with creative collaterals across online and offline media.

The campaign:


Client: DHFL Pramerica Life Insurance Limited

Agency Name: Webenza India Private Limited

Group Creative Director: Saju Abraham

Creative Director Art: Neeraj Shrivastav

Group Head Copy: Rohit Chaturvedi

Group Head Art: Bhaskar Das

Account Planning and Client Servicing: Suharsh Lakshman & Mansi Patel

Production House: Alamara Films, Bangalore

Director: Sidharth K C

Asst. Director: Soorej R Nair  

Producer: Ranjan Bhowmik & Dheeraj Shanbhag   

Director of Photography: Georgy Joseph

Music: Gaurav Chatterji

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