PNB MetLife has launched a campaign titled ‘Karo Bade Sapno Ki Tayyari’ (make preparations for bigger dreams), urging people to focus on their big dreams and aspirations. Conceptualised by L&K Saatchi & Saatchi, the campaign aims to position the brand as the offeror of products and services that guarantee people the financial security of their loved ones, while also securing their own life goals.
The campaign comprises three films, focusing on the brand's savings, education and retirement plans. In one film, a mother and daughter are seen engaging in a dialogue over her future education goals. While the daughter is happy discussing her routine with her friend in Hindi, her mother repeats the same dialogue in English to indicate that she’s preparing her for future education prospects in an international college. In another film, a man is shown practicing his vocal chords in front of a mirror. On being observed by his wife, he tells how he’s practising to call her in a louder voice, once they move into a bigger home. The last film features a senior citizen explaining his rowing practice to his wife, since he’s preparing for their holiday not at a local, but at an international destination.
Sindhu is seen highlighting each of the benefits offered by the brand, at the end of the films.
Charles Victor, executive director, L&K Saatchi & Saatchi, said, “If ever there was a time to live big and not postpone the things we want to do, it’s in today’s VUCA world. And consumers today are looking for financial partners that not only enable them to achieve their personal goals but also allow them to make bolder decisions. PNB MetLife decided to answer that need, urging consumers to dream bigger and work towards those dreams today. On the execution, this campaign is a continuation of a series of films we’ve been doing for a couple of years now that are a humorous respite in an otherwise serious category.”
The campaign will be rolled out across regional GEC channels across North East, print, digital, OTT and financial websites, outdoors and radio channels.