Mithali Raj bats for Edelweiss Tokio Life Insurance’s Flexi Savings Plan

Watch the film conceptualised by Left of Centre Marketing here

Aug 26, 2022 03:02:00 PM | Video | Campaign India Team

Edelweiss Tokio Life Insurance has rolled out a campaign #MeriMarziKaPlan (my plan's wish) featuring cricketer Mithali Raj to spotlight its new Flexi Savings Plan. 


Conceptualised by Left of Centre Marketing, the film aims to emphasise the company’s focus on addressing the needs of customers. The film features Raj playing a potential insurance customer unsure about her financial requirements in the medium to longer term. She poses several requirements to her life insurance advisor, underlining the need for control in choosing when to avail of the benefits offered by her life insurance plan. It takes the humour route to showcase the typical relationship between a customer who constantly looks for excuses to procrastinate and an insurance advisor who persistently finds solutions to each question thrown at them by the customer. 



Abhishek Gupta, chief marketing officer, Edelweiss Tokio Life Insurance, said, “Every customer has different needs, which change over a period of time as an individual progresses through life stages. This presents a challenge when designing a financial plan for the longer term. This customer insight guided our campaign thought – we want to call out the customer struggle and present Flexi Savings Plan as a pertinent solution to this struggle. Having Mithali Raj as the face of the campaign was a no-brainer. We believe this product to be a game changer, much like Mithali has been for her field.”


Gupta added, “In today’s digital world, personalisation has become the next frontier in innovation. We are deep diving into the challenges faced by our customers at every step in the life cycle. With this insight-led approach, we will continue innovating our products and services to offer relevant solutions to our customers.” 



Production house: Analogue Production

Creative agency: Left of Centre Marketing

Director of photography: R Dee

Director: Abhishek De