IndiaFirst urges you to insure against the certainties

MUMBAI: IndiaFirst Life Insurance, a joint venture between Bank of Baroda, Andhra Bank and Legal and General, UK has launched a one-of-its-kind advertising campaign titled - Because life is full of certainties.

The campaign is a proposition that seeks to appeal to customers’ own reasoning by advocating prudence in planning for events or life goals that have a greater likelihood of happening such as getting married, having children, fulfilling responsibilities towards them, and retiring. This is a step away from the generally promoted outlook to insurance that hinges on a person’s fear of the unknown.

To spread awareness on the unique premise of providing adequately for certainties, IndiaFirst Life has rolled out the “Because Life is Full of Certainties” campaign pan-India, across mediums including billboards, hoardings, OOH, digital, radio, and internet marketing.

IndiaFirst Life Insurance director of sales and marketing Rushabh Gandhi says, “It was imperative for us to get our brand positioning aligned to our Customers First philosophy. From here stemmed the idea of our campaign, a proposition born out of the understanding that life isn’t full of accidents waiting to happen. In fact, it is full of certainties. So instead of worrying about things that most likely won’t happen, why not prepare for those that certainly will.”

Ogilvy & Mather executive vice president Prakash Nair adds, “One of the biggest barriers to insurance in India is the superman syndrome - the ‘I don’t need it’ attitude. Nothing will happen to me attitude. And the best way to convince these folks is straight talk – no jargon and no emotional overdose! The best way to get them to sit up and take a second look at us would be to tell them what will happen versus what could, maybe, happen.”

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