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Akshay Kumar dons Yamraj look in’s new term insurance campaign

The campaign conceived by K Silent Productions has an entertaining and humorous quotient attached to it but also leaves behind the strong message of securing the financial future of the family

Click on the Image to watch the TVC., the insurance website and comparison portal, has launched a new television campaign to highlight the importance of creating a safety basket for yourself and the family by purchasing term insurance.

A series of informative TVCs will go live on both the digital platform and TV, featuring Akshay Kumar. In the first TVC, the maverick actor will be seen emphasising the importance of term insurance with the tagline “Time rehte term insurance karwa lo, pe”.

The campaign aims to highlight the importance of having a term insurance plan. The new TV shows Akshay Kumar don the avatar of ‘Yamraj’ who has come to collect a dead man for his final journey.

Santosh Agarwal, Head Life Insurance, Business Unit, said, “Life is unpredictable in more ways than one can comprehend. Term insurance is the only true friend your family will have if something untoward is to happen, especially if you have financial liabilities and social responsibilities to take care of. The cost of term insurance is also extremely nominal. The benefits coupled with the peace of mind that this product offers is unique and should be availed by all.”

With this campaign, intends to highlight the difficulties families will face, including the inability to sustain the existing lifestyle in the absence of primary breadwinner.

Sai Narayan, Associate Director and Head, Marketing,, said, “The campaign seeks to redefine the way insurance is bought in India and is using the mass appeal of Akshay Kumar to bolster the strength of the messaging. The term campaign is just one of the subjects we will be addressing through this campaign. Similar TVCs on health and life insurance products will be rolled out subsequently. The TV commercial also accentuates the ease of comparing and buying an insurance policy online.”

KC Pandey and Riazat Khan of K Silent Productions, said, "To communicate such a compelling proposition from, our primary intention was to make sure the campaign was direct and piercing, while keeping it light-hearted and fun. We believe Akshay Kumar, dressed as the new-age Yamraj, will be able get the core message across in a clutter breaking manner."

Though the commercial has an entertaining and humorous quotient attached, it surely leaves behind the strong message of securing financial future of the family.

The campaign has been conceived and executed by K Silent Productions.

The TV commercial starts in a hospital room where a dead man is lying on the bed and Akshay Kumar dressed as Yamraj pays him a visit to take him on his final pilgrimage. The patient shares his predicament of leaving his family in distress on account of unpaid EMIs, bills and social responsibilities such as marriage as-well-as education of children. At this juncture, Akshay prods him for not thinking about his family when he had the time to do so and reminds the audience that a term plan of Rs 1 crore costs only Rs 680 per month.

The TVC:

Credits: Marketing Team

Associate Director and Head of Marketing: Sai Narayan

Manager, Marketing: Samir Sethi

Assistant Manager, Brand: Ritika Chaudhary

Director: Ali Abbas Zafar

Conceived and Produced by: K Silent Productions
Writer/ Creative Director: Riazat Khan
Executive Producer: KC Pandey/ Riazat Khan

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