With the aim to salute the spirit of insurance advisors across India, Edelweiss Tokio Life Insurance has launched a digital campaign. Titled #HumKarkeRahenge, the insurance company has employed the social media influence of its own sales fraternity to unveil the campaign.
The three ad films, which are central to this campaign, use a family set up to bring out the themes of procrastination, underinsurance and excuses. Keeping with its focus on regional-based content, the ads will also be available in four other languages, barring Hindi – Tamil, Malayalam, Kannada and Telugu. The campaign also aims to be a departure from the industry-norm of focusing on product-led marketing during a business-critical quarter.
Abhishek Gupta, chief marketing officer, Edelweiss Tokio Life Insurance, said, “Through this campaign, we want to highlight the determination of advisors in providing financial protection to families despite the issues of procrastination and low awareness regarding insurance. More often than not, their persistent nature is not seen in a positive light by people. We hope to combat that perception and allow customers to see these advisors from a different standpoint.”
“While the Covid-19 pandemic has significantly changed the perception of insurance, insurers need to invest in pushing the needle further. With this view, we decided on creating a campaign that propagates about protection, instead of a specific product. In the medium term, I foresee the industry making significant investments in category building,” added Gupta.
Creative agency: Left of Centre Marketing
Production house: Chili and Oregano
Director: Prakarsh Gunjal
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