The IndiaFirst life insurance Company has launched a fresh social media campaign, titled ‘Bhondu Just Chill – Stress Ko Karo Kill, IndiaFirst Life & Chill’. The campaign plays with the catchphrase ‘Bhondu Just Chill’ adapted from a Hindi movie with a small twist. The campaign features Bollywood actor Sanjay Mishra. It highlights the importance of life insurance, an unavoidable tool to assure the financial protection of family and loved ones. Conceptualized by WatConsult, the campaign is rooted within the concept – “your life is secured and guarded with IndiaFirst Life’s insurance plans”.
The film will be aired across social media platforms including ShareChat, YouTube, Twitter, Instagram, and Facebook. The campaign includes a total of 5 ad films that are ready to be released phase-wise over three months. Inspired from the company’s core value of ‘Because Life Is filled with Certainties’ and its ‘Customer First’ ideology, the campaign is an endeavor to encourage investments albeit, in a fun and entertaining manner.
Sonia Notani, chief marketing officer, IndiaFirst life assurance Company said, “We understand the importance of a stress-free life and need to propagate the role IndiaFirst life assurance can play in ensuring an equivalent for our customers. This campaign provides stimulating combat the very fact that safeguarding our family’s needs, doesn’t need to come at the value of our peace of mind.”
Heeru Dingra, chief military officer, WatConsult said, “Inspired by a famous comedy movie dialogue, the campaign’s catchphrase – ‘Bhondu just chills’ may be a humorous way for people to usher in a touch relaxed and chilled moment to their lives. We wanted to capture the hilarity and weave it with the brand’s belief that the proper insurance plan can ensure peace of mind at various life-changing moments”. “The life mantra that I abide by is to relax, and that I will only be ready to abide by this mantra only when my loved ones are secured. The attitude of being relaxed can only be achieved once you experience peace of mind. When you’re sure that you’re living a protected life, a covered life, there needs to be the peace of mind. You’ll chill more and stress less,” Mishra said.