In keeping with its brand promise of Milkar Life Aage Badhaein, PNB MetLife has teamed up with its creative partner L&K Saatchi & Saatchi to launch its latest integrated ad campaign, titled “Karo Bade Sapno Ki Tayyari.”
PV Sindhu, PNB Metlife’s celebrated brand ambassador, advocates for people to focus on their big dreams and aspirations, and positions PNB MetLife as the enabler of bold decisions by providing products and services that ensure financial security for their loved ones while also securing their own life goals.
The integrated campaign consists of three films that focus on PNB Metlife’s three main offerings: savings, education, and retirement plans. Each of these films inspires viewers to broaden their aspirations, making them bolder and more ambitious, knowing that PNB Metlife will assist them in achieving their aims.
Charles Victor, Executive Director, L&K | Saatchi & Saatchi, commented on the new campaign‘s brand idea and thought process, saying, “If ever there was a moment to live big and not postpone the things we want to accomplish, it’s in today’s VUCA environment.” And today’s consumers are searching for financial partners who can help them not just achieve their personal goals but also make more risky judgments.
PNB MetLife saw a need and decided to fill it by encouraging customers to dream larger and work toward their goals now. This ad, in terms of execution, is a continuation of a series of videos we’ve been making for a number of years that provide a lighthearted break in an otherwise serious category.”
A mother and daughter are featured in a hilarious conversation about her future educational objectives in the ad film on education goals. While the girl enjoys conversing with her friend in her preferred language, her mother interrupts by repeating the same words in English. The mother informs her daughter that she is preparing her for a future education…at an international university.
A man is seen rehearsing and refining his vocal chords in front of a mirror in the Long Term Savings commercial. When asked by his wife about the peculiar habit, he tells her that once they move into a larger dwelling than their anticipated smaller own home, he is growing used to screaming out her name in a loud voice, much to the astonishment of the wife.
The pan-India campaign will be broadcast on regional GEC channels in the North East, as well as leading print magazines, internet media including OTT platforms and financial websites, outdoor advertising, and popular radio stations.
Client: PNB Metlife
Team: Nipun Kaushal, Amit Sinha, Kanchan Phookan
Agency: L&K | Saatchi & Saatchi
Executive Director: Charles Victor
Creative: Smita Misra, Anand Vyas
Account Management: Shailendra Shyamsukha, Bradon D’Souza, Arnav Javeri
Planning: Snehasis Bose, Namit Prasad
Production House: Prodigious / Content Factory
Director: Ashish Biswas