Tata AIA – Stand up for Life Insurance
This life insurance case study explores how we redefined insurance advertising by moving away from traditional, fear-based messaging. Instead, we leaned into a fresh insurance marketing approach creating engaging, entertaining content that didn’t feel like typical insurance ads, but something people genuinely wanted to watch and share.
The Challenge
Life insurance ads in India have long relied on fear-based messaging, often feeling morbid and unrelatable. As audiences shifted from TV to digital, they started doing what advertisers dread the most – ‘skipping ads’. To engage them, we needed to break the stereotype and create something they actually wanted to watch. Content that felt real, entertaining, and nothing like a typical insurance ad.
The Approach
How did we tackle this? ‘Humour.’ We roped in comedy stars like Atul Khatri, Kenny Sebastian and Rahul Dua to star in our films and created ‘eight’ ads, each highlighting one key USP of our term insurance plans.
The plan was clear:
The plan was clear:
- It shouldn’t look like an ad at all.
- It had to feel like just another video on their feed.
So, we brought in a director known for his low-production-quality style, and he delivered.
The Results
A 6.7% absolute brand lift significantly higher than the typical average of 2% and setting new records for the brand
