MAM

PNB MetLife gives a light hearted touch to ‘life insurance’ with LifeMeinTwist

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/06/09/pnb.jpg?itok=f4rxWqER

MUMBAI: In a country where life insurance is mostly either brushed off as a retired man’s business, or drill to get over with, or at the most, an investment tool, it becomes increasingly difficult for brands in financial services category to come forth and deliver an engaging campaign that doesn’t speak of ‘returns’, ‘services’ or ‘ease of claim settlement.’ To steer away from this clutter and make a unique brand positioning, PNB Metlife has launched their new campaign LifeMienTwist, which takes a light hearted take on the otherwise sombre topic of life insurance.

Conceptualised by McCann Erickson and produced by Razorblade Films, with director Anwar Sayed behind the lense, the new campaign is digitally enhanced and rides on the success of its previous digital campaigns, #HappinessBuddy and #HealthForHappiness.

PNB MetLife India strategy marketing and products director Niraj Shah said, "The objective with this digital-only film is to try and communicate our core proposition of trying to address situations where due to uncertainties life can come to a standstill or change from here on. In our case situations could be death, deterioration of health, or milestones such as retirement. We wanted to send home the message in a manner which is not very morose or serious. We wanted to communicate it effectively but not too seriously."

Though a shift from the band's usual tone of brand communication, PNB Metlife took the decision to trial a completely different take on the treatment of the campaign after going through several consumer insights surveys and analysis. Using its social media touch points as a two way communication the brand gathered that consumers tend to engage with a serious subject like ‘life insurance’ with either heavy emotions or with laughter and fun, and are not concerned about mundane specifications and details of the product.

The #LifeMeinTwist film opens with a couple and their son walking around in a street fair and their son drags them to watch a local magic show. The magician tries to attract a larger crowd by claiming to showcase his magical prowess of transforming a human being into a pigeon and subsequently turning it back. The magician’s assistant, who is a young boy, drags the reluctant man as a volunteer. The magician transforms the man into a pigeon. Unfortunately due to a background noise of balloon bursting, the pigeon flies off before the magician can transform him again. The film ends with a message that anything can happen in life at any time and it always better to be prepared.

Through this film, the brand wants consumers to recognize the need for insurance to protect themselves and their families as ‘anything can happen in life’. While consumers are aware of this, they don’t want to even think that something unfortunate can happen to them.

Keeping that in mind the phrase, ‘Life Mein Twist’ was singled out as the campaign message as it easy to relate to in a general situation, without preaching of preparedness for sudden death or accidents.

Staying in tune with its core marketing strategy, for this campaign as well the brand has taken a digital first approach. Needless to say the bulk of the campaign’s marketing budget is also inclined heavily towards digital.

On the digital only approach, Shah added, "We consciously tried to look at changing preferences of our consumer base of today and tomorrow. A lot of people are approaching viewership in a different way. If we look at data, a third of our population is already using the internet. We wanted to test our hypothesis and roll out a digital-only campaign and check our reach. We’ve done this in the past too, and the feedback we received was good. Digital allows instant feedback which allows us to react to it quicker and then put in a response."

The campaign will be first rolled out digitally followed by a spot on television, though the brand will follow up with regular consumer engagement activities on social media based on this campaign.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/29/09j4e1pf.jpg?itok=s0_QQKsI
More than One lakh Indians Fail Godrej Security Solutions’ Home Locker Break-In Challenge

Mumbai: India’s largest and trusted home security solutions provider, Godrej Security Solution, today completed 150 days of its unique Break-in Challenge. During the first phase of the challenge, held across eight key metro cities of the country, over 1 lakh consumers partook but failed to break...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/29/india.jpg?itok=-scoFQUL
New TVC by ESSCO Jaquar strikes a cross-generational chord

ESSCO pioneered the concept of branded bath fittings in India, since its inception in 1960. From being the sought after, only ‘stylish’, ‘branded’ option available in the market in contrast to the plastic variants available in the unorganised sector – to becoming the go to brand in the value...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/29/ipl.jpg?itok=7i4M5VB8
How Too Yum hit a six with the IPL

MUMBAI: Bang for the buck. That’s what brand and marketing managers look for whenever they put their money behind an event. And one such property that has been gaining marketers’ interest over the years is the Indian Premier League (IPL).

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/29/firstpost.jpg?itok=TEqRaGEo
Firstpost’s Tech2 announces its first-ever digital youth festival

MUMBAI: Innovation, that tremendous leap of the imagination from the impossible to the possible, is essential to human nature and to all progress. Through innovation, we outsmarted our hominine relatives, tamed fire, built empires and stand every day on the cusp of new adventures. Celebrating the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/29/kids.jpg?itok=x_t_vswF
OTMC Adds 100 New Kids Animation Movies to it Library

MUMBAI: One Take Media Co. as a content Hub understands the importance of continuously refreshing its content library and adding newer titles in a timely mannered. This is crucial for keeping the customer engaged, ensuring customer satisfaction and maintaining stickiness to the platform.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/29/ajay.jpg?itok=wtqUoOiK
Wavemaker elevates Ajay Gupte as CEO Wavemaker South Asia

MUMBAI: Wavemaker announced the appointment of Ajay Gupte as chief executive officer for Wavemaker, South Asia. Gupte who is currently COO of Wavemaker India, takes over from Kartik Sharma who steps down to pursue other opportunities in the industry. He will continue to be based out of Wavemaker...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/29/yogesh.jpg?itok=E8DX3TzD
SoCheers appoints Yogesh Bhusare as creative group head - design

MUMBAI: SoCheers, a digital-first marketing and advertising agency based out of Mumbai has announced the appointment of Yogesh Bhusare as its Creative Group Head - Design. Bhusare will lead the talented team of designers at SoCheers and will report into Co-founder & CEO, Mehul Gupta.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/29/Virat_Kohli-Sai_Srinivas.jpg?itok=ROpbB7k4
Mobile Premier League and Indian Cricket Captain Virat Kohli renew association

Bangalore: India’s biggest mobile gaming and skill monetisation platform Mobile Premier League (MPL) and Indian Cricket Captain Virat Kohli have renewed their association for another year. Kohli will continue to represent and endorse the brand across channels.

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/29/Mother_Dairy.jpg?itok=LUkib_Dn
Mother Dairy ups marketing spends by 50% for new "Rishton Ka Swad Badhaye" campaign

MUMBAI: The ongoing economic slowdown is bugging a lot of brands and marketers out there but Mother Dairy is utilising the slight slump in the financial market to expand its footprints within the country. The brand has recently announced its new brand positioning with a fresh “Rishton Ka Swad...

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories