Most life insurance brands talk about how they are better, and thereby talk to people who have decided to buy a life insurance policy. We focused on a bigger audience – the fence sitters. People who were convinced about insurance but in no hurry to buy it. We had to jolt them out of their complacency and get them to act.
Most people believe that bad things only happen to other people. However, to avoid bad things from happening, Indians take great amount of ‘karmic’ precautions to thwart the evil eye and appease the many gods. We addressed this paradox via satire, getting the well-known standup comedian, Atul Khatri to mock the people’s attitude of #NothingWillHappen.