MetLife underlines importance of retirement planning, targets 40-plus males

MetLife has unveiled an advertising campaign to promote its new retirement plan.

Through the TVC, MetLife looks to build awareness among the 40-plus male audience about the importance of early retirement.

Created by McCann Erickson, the film shows a father-son duo at the breakfast table. The son gets up to leave for work and informs his dad about the same. The father thinks that he’s asking for money, and asks him how much he needs. In response, the son gives hands over the cheque for his first salary. The father realises that his son has grown up; the voice-over says that the father should start thinking about his own retirement.

Commenting on the TVC, Balachander Sekhar, director products and marketing, MetLife India Insurance, said, “We are a family-centric society where our life revolves around fulfilling family responsibilities, especially that of our children. In no time, children grow up and get on with their lives hitting us with the realisation 'What about us now?' The new TVC is well-targeted at the 40-plus year affluent urban male jolting him into realisation that the time is 'now' to plan for his future so that he can continue to enjoy the lifestyle he’s lived till now and not be dependent on anyone in later years.”

Credits

Client: MetLife

Agency: McCann Erickson

Executive chairman and chief executive officer, McCann Worldgroup India and president, South Asia: Prasoon Joshi 

Creative chief: Ashish Chakravarthy 

Executive vice president and head of planning: Jitender Dabas

Business director: V. Bhaskar Preenja

Creative director: Mayur Hola, Sudeepa Ghosh and Shikha Sud 

Senior project manager: Alankar Dhami