Description
You buy life insurance today. You reap the benefit years later…perhaps decades later. That’s the stated truth of the category. 200 years of selling this truth. It took a young company to challenge it. And tell the striving breadwinner, the sole load carrier of family security, that the benefit of buying life insurance was immediate. The feeling of being ‘suddenly light’! We realised Life Insurance is not a category of delayed gratification-Life Insurance liberates you and lifts the weight of responsibilities from the moment of signing This translated to our campaign idea: Zimmedariyaan Humse Baantiye, Halka Lagega (“Share your responsibilities with us; you’’ll feel lighter.”) We transformed life insurance from a category of delayed, to instant gratification. This reframe fueled a 23% growth in sales. Website traffic increased by 52% Total Brand Awareness grew by 95% in 4 months And forever changed the meaning of life insurance.
