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IndiaFirst Life encourages investments in a quirky manner in new spot

The campaign by WATConsult highlights the significance of opting for life insurance, a must-have tool to ensure financial protection of family and loved ones, making it important to fortify its awareness across life stages

Click on the Image to watch the TVC.

IndiaFirst Life Insurance Company Limited (IndiaFirst Life), promoted by Bank of Baroda and Union Bank of India, has launched a social media campaign, ‘#BhonduJustChill – Stress Ko Karo Kill, IndiaFirst Life & Chill’.

The campaign plays with the catchphrase 'Bhondu Just Chill' adapted from a popular Hindi movie with a slight twist. Stemming from the company’s core value of “Because life is full of certainties” and its #CustomerFirst philosophy, the campaign is an endeavour to encourage investments albeit in a fun and quirky manner.


The ‘#BhonduJustChill – Stress Ko Karo Kill, IndiaFirst Life & Chill’ campaign features versatile Bollywood actor Sanjay Mishra. True to its brand ethos, the campaign highlights the significance of opting for life insurance, a must-have tool to ensure financial protection of family and loved ones, making it important to fortify its awareness across life stages.

The campaign conceptualised by WATConsult is rooted in the idea that your life is secured and protected with IndiaFirst Life’s insurance plans. This will ensure peace of mind for the entire family during life-changing milestones such as marriage, children’s education, and retirement.


Sonia Notani, Chief Marketing Officer, IndiaFirst Life Insurance Company Limited, said, "We understand the importance of a stress-free life and want to propagate the role IndiaFirst Life Insurance can play in ensuring the same for our customers. We have a suite of 40+ products tailored to suit protection and assurance needs of customers across life stages. This campaign provides an interesting take on the fact that safeguarding our family’s needs, does not have to come at the cost of our own peace of mind.”

Building on actor Sanjay Mishra's quirky image, the brand drove home the importance of self-care and reinstated that having life insurance helps you sail through worry-free.

Heeru Dingra, CEO, WATConsult, said, “Inspired by a famous comedy movie dialogue, the campaign’s catchphrase ‘Bhondu just chill’, is a humorous way for people to bring in a little relaxed and chilled moment to their lives. We wanted to capture the hilarity and weave it with the brand’s belief that the right insurance plan can ensure peace of mind at various life-changing moments. Humour also wraps the message in a more fun package, helps in better expanding its reach and accentuates the point further. Today, as stress has become an unavoidable part of everyone’s lives, a small reminder to simply chill definitely presents itself as a welcome breather.”

The film will be aired across social media platforms including ShareChat, YouTube, Twitter, Instagram, and Facebook. The campaign is envisioned and executed by WATConsult.

The campaign has a total of five ad films which will be released phase-wise over a period of three months.


Client: IndiaFirst Life

Chief Marketing Officer: Sonia Notani

Head, Marketing & PR: Aashish Walia

Senior Manager, Marketing: Serena Paes

Creative Agency: WATConsult

Director: Yash Danak

Production Team:

Director: Yash Danak

Executive Producer: Prasanna Shetty

Screenplay Writer: Priyaal Tripathi & Yash Danak

DOP: Debashis Remy Dalai

Editor: Divyashree Samantaray

Strategy & Execution Team:

Ayushi Jhunjhunwala, Shaily Jain, Insha Padania, Janice D’souza, Priyanka Tippa

Design Team:

Sumit Bansode, Shweta Kadam, Deepiksha Nayak and Pranali Raut


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