IndiaFirst Life Insurance Company Limited (IndiaFirst Life), promoted by Bank of Baroda and Union Bank of India, has launched a social media campaign, â#BhonduJustChill â Stress Ko Karo Kill, IndiaFirst Life & Chillâ.
The campaign plays with the catchphrase 'Bhondu Just Chill' adapted from a popular Hindi movie with a slight twist. Stemming from the companyâs core value of âBecause life is full of certaintiesâ and its #CustomerFirst philosophy, the campaign is an endeavour to encourage investments albeit in a fun and quirky manner.
The â#BhonduJustChill â Stress Ko Karo Kill, IndiaFirst Life & Chillâ 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 Lifeâs insurance plans. This will ensure peace of mind for the entire family during life-changing milestones such as marriage, childrenâs 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 familyâs needs, does not have to come at the cost of our own peace of mind.â
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, âInspired by a famous comedy movie dialogue, the campaignâs catchphrase âBhondu just chillâ, 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 brandâs 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 everyoneâs lives, a small reminder to simply chill definitely presents itself as a welcome breather.â
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
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 Dâsouza, Priyanka Tippa
Sumit Bansode, Shweta Kadam, Deepiksha Nayak and Pranali Raut