MUMBAI: MetLife India Insurance Company (MetLife) has launched a new advertising campaign to promote its retirement plan- Met Monthly Income Plan (MMIP).

The new campaign aims to create awareness among the affluent, 40+ urban male about the importance of early retirement planning at the right age.

Conceptualised by McCann Erickson, the TVC is centered on the belief that ‘I am still young‘, which resides most strongly with the target group defined, the company said. The commercial is launched across all national and regional news, GECs and sports channels.

TVC is based on the fact that most urban males over the age of 40 do not realise that they are growing older, until one particular moment when the realisation suddenly sets in and they are at a loss as they have not planned for their retirement properly. The ad brings out the ‘trigger‘ when one realises how their kids have grown up; standing on their own feet and it is time for the parents to think for themselves.

MetLife India Insurance director products and marketing Balachander Sekhar highlights the relevance of the ad in today‘s times, "We are a family centric society where our life revolves around fulfilling family responsibilities especially that of our children. In no time children grow up and get on with their lives hitting us with the realization what about us now? The new TVC is well targeted at the 40+ year affluent urban male jolting him into realization that the time is NOW to plan for his future so that he can continue to enjoy the lifestyle he‘s lived till now and not be dependent on anyone in later years," he said.