Brand: Dai-ichi Life Insurance
From Insurance to Inspiration: How Desh Ka Insurance Touched Millions
Problem Statement:
India, a country with a population of over 1.4 billion, still faces significant challenges when it comes to life insurance awareness and adoption. With life insurance penetration at a mere 3.2%, and only 20% of the population insured, Star Union Dai-Ichi Life Insurance (SUD Life) identified an urgent need to create awareness and drive change. The challenge was clear: how do we communicate the importance of life insurance in a nation where financial security is often overlooked, especially in rural and underserved communities?
Campaign Strategy: #DeshKaInsurance
The Desh Ka Insurance campaign was designed to be more than just a marketing initiative—it was a community movement that sought to resonate with the heart of India. Rooted in the insight that life insurance is not just a financial product but a promise of protection, the campaign aimed to address the emotional aspect of insurance by celebrating the unsung heroes in our daily lives.
The idea was simple yet profound: just as life insurance provides security, so too do the everyday heroes in our communities who offer support and care when it’s needed the most. These individuals—whether they are family members, neighbors, or community leaders—act as 'insurance' for those around them. By linking these everyday acts of kindness to the broader message of life insurance, the campaign sought to bridge the gap between societal values and financial security.
Execution: A Heartfelt Storytelling Experience
At the center of the campaign was a heartwarming brand film that paid tribute to these everyday heroes, showcasing their acts of kindness and support across different life scenarios. Through authentic storytelling, we created a narrative that touched on the essence of community, care, and protection, subtly drawing parallels to the need for life insurance. The film's universal message ensured that it resonated with a broad audience—from urban centers to rural communities.
The execution was meticulously planned:
YouTube: As the primary platform, YouTube was chosen for its vast reach, allowing the brand film to connect with millions. The film became a visual testament to the fact that life insurance is a shared commitment.
Moj by ShareChat: Recognizing the importance of reaching audiences in tier 2, 3, and 4 cities, as well as rural areas, the campaign strategically used Moj, leveraging its popularity in these regions. This ensured the message of inclusivity reached the communities that needed it the most.
Instagram: To drive engagement, Instagram was utilized to encourage users to share their own stories of kindness and support, fostering a collective conversation around community welfare and protection.
LinkedIn: By tapping into the professional network of LinkedIn, the campaign reinforced its message of collective responsibility, establishing thought leadership in the life insurance sector and aligning the initiative with corporate social responsibility.
Community Initiatives: Beyond Marketing
The campaign went beyond traditional advertising, tying into SUD Life’s consumer education initiatives under the Pradhan Mantri Jeevan Jyoti Bima Yojana (PMJJBY) in Jharkhand and Goa.
The use of innovative outreach methods, such as Canter Vans and Nukkad Nataks (Street Plays), along with partnerships with local stakeholders like the State Level Bankers’ from Bank of India & Union Bank of India, allowed Dai-Ichi Life to maximize its reach, particularly in rural areas. This strategic integration of community engagement with brand messaging demonstrated Dai-Ichi Life's commitment to financial literacy and community welfare.
Results:
The Desh Ka Insurance campaign exceeded expectations, both in reach and emotional impact:
Reach: The campaign reached over 3.7 million individuals, touching hearts and sparking conversations about the value of life insurance.
Engagement: With more than 17,000 engagements across platforms, the campaign ignited a sense of shared responsibility, inspiring acts of kindness and community support.
Insurance Penetration in Rural Regions: In Jharkhand, within two months of launching the campaign, over 14 lakh lives were insured, with a total life insurance premium exceeding ₹92 crores. In Goa, more than 54,000 lives were insured, with premiums exceeding ₹6 crores.
Recognition: The campaign gained recognition from prominent media outlets like Social Samosa and Mad Over Marketing, which applauded it for its ability to fuse storytelling with societal impact, marking it as one of the most meaningful campaigns in recent memory.
Key Takeaways:
The Desh Ka Insurance campaign wasn’t just about promoting a product; it was about igniting a movement. By tapping into the emotional and societal fabric of India, Dai-Ichi Life positioned life insurance as a shared responsibility—one that mirrors the selfless acts of everyday heroes in our lives. Through a combination of strategic digital platforms, emotional storytelling, and on-ground community engagement, this campaign became a symbol of unity and protection.
The campaign proved that when brands connect deeply with their audience's values and reflect societal needs, they can not only achieve business objectives but also inspire meaningful action. Desh Ka Insurance exemplifies how life insurance can be transformed from a transactional product into a symbol of collective care and responsibility.