DHFL Pramerica Life Insurance has launched the third film of its three-film digital campaign #KalSePehle to promote the importance of life insurance in an individualâs life.
The campaign conceptualised by Webenza India Private Limited addresses the behaviour of postponement around purchasing Life Insurance. #KalSePehle is a campaign for the typical procrastinator in every Indian and aptly personified as Mr. Kal Se because he postpones everything to tomorrow.
Anoop Pabby, CEO and MD, DHFL Pramerica Life Insurance Co. Ltd., said, âThe campaign intends to inspire people to come out of 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 Kabirâs doha (couplet), âKaal kare so aaj kar, aaj kare so abâŠ.â, however it is not practised in our daily lives where a lazy option finds precedence over something as important as insurance.â
Anshuman Verma, Chief Marketing and Digital Officer, DHFL Pramerica Life Insurance, added, âDHFL Pramerica Life Insurance Co. Ltd., which is one of the fastest growing life insurance companies, has launched #KalSePehle campaign aimed at the typical procrastinator in every Indian. We haveÂ personified him as Mr. Kal Se, because he postpones everything to tomorrow. Secondly, we decided to target the cultural grammar of âKal kareinâ or âCan we do this tomorrowâ and highlighted the relatable, everyday excuses which are used to rationaliseÂ procrastination.â
#KalSePehle is a three-part film digital campaign that addresses three different types of procrastination behaviour. From procrastinating exercise to prioritise another hourâs sleep to postponing an outdoor game with children on a weekend or delaying healthy eating over to enjoy a sumptuous meal, this digital campaign targets it all.
Despite the clear advantages of a life insurance cover, many people often procrastinate when it comes to a life insurance plan for them and their family. People do not realise the importance of life insurance till they actually need it. Till then, it just keeps on getting postponed to another day, another time; even at the risk of their own familyâs financial future. The series is part of a larger campaign with creative collaterals across online and offline media.
The third film is a satire on our daily conundrum with healthy food choice. It is set around the dinner table where Mr. Kal Se can be seen having a dilemma of choosing between healthy eating over biryani.Â However, Mr. Kal Se decides to postpone his diet plan for the next day. The film then rewinds to the point where his wife gets a bowl of biryani on the table but Mr. Kal Se picks up the bowl of salad. This film highlights the fact that whether it is about securing your familyâs future financially, or adopting healthy eating, itâs best to act #KalSePehle, i.e. before tomorrow.
Company: DHFL Pramerica Life Insurance Limited
Chief Digital and Marketing Officer: Anshuman Verma
VP Brand Strategy: Arun Sharma
VP Digital Marketing: Amit Puri
Agency: Webenza India Private Limited