IndiaFirst Life Insurance has launched a new campaign with The Womb that reframes life insurance as something that offers immediate peace of mind, not just long-term security. Instead of reminding people of their responsibilities, the campaign focuses on the emotional relief that comes from knowing you’re protected.
Subhankar Sengupta, CMO, said customers already feel the pressure of daily responsibilities—they want reassurance, not reminders. The campaign shifts the message from “be responsible” to “feel unburdened.”
Heval Patel, COO of The Womb, added that people understand their financial duties; what they truly seek is the comfort of being covered. The film captures the moment that relief sets in the instant one signs up for insurance.
The campaign will run across TV, digital, and outdoor media.