Changing retirement forever

Turning Retirement on its head by doing what was never done before

Case Study - BTL Campaign

Turning Retirement on its head by doing what was never done before

Case Study - BTL Campaign

Our client is a Life Insurance company in India

The company is a subsidiary of the publicly listed company and is the largest non-bank private-sector life insurer in India.

The Problem

Retirement is a state that few want to think about, leave alone plan for, especially when you are in your thirties or forties. In-depth interviews with middle-aged and upper middle income men and women in the metros revealed that retirement was seen as too far into the future to be bothered about.

On a tactical note, the loss of business during the crippling pandemic-induced lockdown of 2020 demanded a campaign to revive flagging revenues.

Our
Strategy

The consumer mindset and demands of the product had to be connected with each other. To bring retirement planning into the consideration set, we adopted a fresh, new approach. Shunning the fear of financial distress, we showcased happy and positive aspects of retired life, be it travel, pursuing hobbies, surprises for loved ones or even celebrating age related milestones. Our research showed that retired people tend to forgo such pleasures once regular income stops.

Key terms such as financial freedom and fulfilling dreams were used as triggers to evoke a favourable response. The result was a clutter-breaking campaign and a first for the client.

Interesting Outcome

While most campaigns have a short time span, with digital ones showcasing an even smaller time-span, the ‘Dream Retirement ka Vaada’ campaign was used for more than 2 years and became a flagship for retirement related campaigns for our client.