by Suman Gupta
New Delhi, October, 2018 – To promote the importance of life insurance in an individual’s life, DHFL Pramerica Life Insurance, India’s fastest growing life insurance company, has launched a digital campaign today, interestingly titled #KalSePehle. Through this campaign, DHFL Pramerica is taking on the behaviour of postponement around Life Insurance. People do not realize the importance of life insurance till they actually need it. Till then, it just keeps on getting postponed to another day, another time; even at the risk of their own family’s financial future.
Commenting on the campaign, Mr. Anoop Pabby, CEO and MD, DHFL Pramerica Life Insurance Co. Ltd. said, “The campaign intends to inspire people to come out of the slumber and take timely decision on Insurance because delaying it could make insurance expensive, difficult and in some cases impossible. In school everyone has learnt Sant Kabir’s doha (couplet), ‘Kaal Kare So Aaj Kar, Aaj Kare So Ab….’, however it is not practiced in our daily lives where a lazy option finds precedence over something as important as insurance.”
Mr. Anshuman Verma, Chief Marketing & Digital Officer, DHFL Pramerica Life Insurance further added, “#KalSePehle is a campaign for the typical procrastinator in every Indian, so we personified him as Mr. Kal Se, because he postpones everything to tomorrow. Secondly, we decided to target the cultural grammar of ‘Kal Karein’ or ‘Can we do this tomorrow’ and highlighted the relatable, everyday excuses which are used to rationalize procrastination.”
This thought-provoking idea is encapsulated through a three-part digital video series. The first film revolves around Mr. Kal Se’s morning routine. He wakes up feeling groggy and is unable to convince himself to start his morning workout and postpones it to the next day. However, Mr. Kal Se rethinks and makes the life decision #KalSePehle. This film highlights the fact that whether it’s about your fitness or your family’s financial fitness, it’s best to act #KalSePehle, i.e. before tomorrow.
Tendency to prioritize another hour’s sleep over exercising; or gorge on sumptuous meal over diet control; or laze around on a weekend over actively playing with children, is being targeted through #KalSePehle campaign. The three-part film series is part of a larger campaign with creative collaterals across online & offline media.
Campaign Link: https://www.youtube.com/watch?v=zZi2guyFHA8
Brand Credits
Company name: DHFL Pramerica Life Insurance Limited
Chief Digital & Marketing Officer: Anshuman Verma
VP Digital Marketing: Amit Puri
VP Brand Strategy: Arun Sharma
Agency Credits
Agency Name: Webenza India Private Limited
Group Creative Director: Saju Abraham
Creative Director Art: Neeraj Shrivastav
Group Head Copy: Rohit Chaturvedi
Group Head Art: Bhaskar Das
Account Planning & Client Servicing: Suharsh Lakshman & Mansi Patel
Production Credits
Production House: Alamara Films, Bangalore
Director: Sidharth K C
Asst. Director: Soorej R Nair
Producer: Ranjan Bhowmik & Dheeraj Shanbhag
Director of Photography: Georgy Joseph
Music: Gaurav Chatterji
About DHFL Pramerica Life Insurance : DHFL Pramerica Life Insurance is a joint venture between DHFL Investments Limited (DIL), a wholly-owned subsidiary of Dewan Housing Finance Corporation Ltd. (DHFL), one of India’s largest housing finance companies (the second largest in the private sector) and Prudential International Insurance Holdings, Ltd. (PIIH), a fully owned subsidiary of Prudential Financial, Inc. (PFI), a financial services leader headquartered in the U.S. DHFL Pramerica Life Insurance represents the coming together of two renowned financial services organizations with a legacy of business excellence spread over decades DHFL Pramerica Life Insurance has a pan India presence through multiple distribution channels which have been customized to address the specific insurance needs of diverse customer segments. The Company is committed to providing protection and quality financial advice to its customers. For further information on the Company, please visit https://www.dhflpramerica.com
