Bandhan Life, in collaboration with Havas CX India, has launched a new campaign timed to coincide with the peak life insurance sales period in India—February and March. This period traditionally sees a surge in insurance interest, and the campaign is designed to capture the heightened consumer demand for financial products.
The campaign features a series of engaging product films that use humour and relatable storytelling to simplify the process of securing one’s future. With quirky characters and spontaneous decisions based on cultural nuances, the films spotlight Bandhan Life’s commitment to holistic financial solutions, combining smart wealth creation, guaranteed returns, and tax-saving benefits.
Campaign Pillars
Harnessing India’s Insurance High-Tide
By focusing on the Feb–Mar period, when life insurance demand is at its peak, Bandhan Life aims to address both immediate tax-saving needs and long-term security concerns, ensuring a timely and impactful connection with consumers.
Turning Complexity into Everyday Clarity
To tackle the complexity of financial jargon, the films distil policy details and tax nuances into easy-to-understand, light-hearted vignettes. This approach helps viewers grasp the benefits without feeling overwhelmed.
Unlocking a Secure, Empowered Future
With humour-driven storytelling, the campaign emphasises that securing one’s future doesn’t have to be daunting. Bandhan Life encourages viewers to visit any Bandhan Bank branch to explore insurance plans tailored to their aspirations.
Akhil Almeida, Head of Marketing, Bandhan Life, commented, “In a market where financial planning often feels overwhelming—particularly during the high-stakes Feb–Mar season—our mission is to guide individuals and families toward choices that offer benefits far beyond meeting immediate tax deadlines.”
He continued, “By weaving humour and culturally resonant moments into our narratives, we show how straightforward and rewarding life insurance can be. We believe this approach not only simplifies the complexities of coverage and returns but also inspires meaningful conversations—encouraging people to step into a Bandhan Bank branch, ask the right questions, and confidently secure their future for the long run.”
Ashu Mhatre, Head of Creative, Havas CX India, added, “Bandhan is known to have a special bond with its customers. They understand the nuances seeped in culture to make enduring, life-long relationships. The task at hand was to get customers to enquire about Bandhan Life. So, we decided to tap into the idiosyncrasies of typical Indian behaviour—from the haggling auto customer to the art connoisseur looking for a deal, from a future-telling parrot to a failed fireman looking for savings; telling all of them there are better ways to grow money and secure your life. All you need to do is walk into the nearest bank branch and ask about these products. With a generous dollop of humour, we wanted to land a serious message—this isn’t just life…this is Bandhan Life.”
The films will be showcased across a variety of digital platforms, including social media, OTT channels, and strategic brand partnerships, ensuring maximum reach and continuous audience engagement. By aligning with the peak sales season, Bandhan Life hopes to connect with both first-time and seasoned insurance buyers, guiding them towards informed decisions that safeguard their future while maximising returns.
