Tata AIA – Shaadi ki poori tayaari Campaign
This life insurance case study explores how Tata AIA redefined wedding shopping through a standout life insurance advertisement campaign. By blending cultural insight with smart insurance marketing, the brand positioned life insurance as an essential part of wedding planning—transforming it from an afterthought into a must-have for couples preparing for their big day
The Challenge
The Big Fat Indian Wedding is a $75 billion industry. From the moment she says yes, the shopping spree begins, diamonds, gold, designer outfits, cars, watches… the list is endless. But how many couples think of life insurance while planning their big day? Almost none. Tata AIA wanted to change this and remind couples that wedding shopping is incomplete without securing their future.
The Approach
We took our message straight to the heart of wedding shopping – Mumbai’s most premium and most-visited wedding markets.
- Billboards strategically placed next to top designer stores, reminding shoppers to secure their future, not just shop for it.
- Smart digital placements on India’s busiest wedding websites and popular social media pages.
- Creative contextual ads that subtly referenced luxury brands, making them part of the conversation without official collaborations.
- User-generated buzz as people began sharing these ads on social media, leading to discussions on top marketing pages and even LinkedIn.
But the biggest win? People finally realized that weddings aren’t just about starting a new life, they’re about securing it too.
The Results
4.6 million
reach in just 7 days
194,000+
engagements across platforms
Shoppers and influencers turned our ads into viral content
Luxury brands unknowingly became part of the trend
