PNB MetLife India Insurance Company Limited (PNB MetLife) has launched a new brand positioning titled ‘Always Ready for Life’, aimed at increasing awareness of life insurance and encouraging financial planning across different stages of life.
The campaign features cricketer Smriti Mandhana and seeks to prompt discussions around financial preparedness, including retirement planning, funding children’s education and building long-term savings.
India has a reported 91 per cent life protection gap, meaning that for every ₹100 required to financially secure families, only ₹9 is covered. At the same time, the population aged 60 and above is projected to reach around 230 million by 2036, accounting for approximately 15 per cent of the total population. The company said the campaign reflects its approach to financial security and aims to help individuals plan for future milestones.
Sourabh Lohtia, Chief Marketing & Communications Officer, PNB MetLife said, "There is a unique sense of freedom that comes when careful financial preparation meets present-day opportunities. With this campaign, we want to show that being prepared helps people focus on what truly matters. Financial growth and security are achievable - and PNB MetLife wants to support Indians by helping to simplify financial planning, turning every future milestone into something to look forward to.”
PNB MetLife’s partnership with Smriti Mandhana is intended to extend the message to millennials and younger age groups. Speaking on the campaign, PNB MetLife’s brand ambassador Smriti Mandhana said, “As a cricketer, we study the pitch, understand opposition, and assess the situation before every match. Life works similarly; staying prepared for every goal or situation is essential, and financial readiness plays a key role in that. Life insurance helps build that strong foundation at every life stage- whether we are achieving big dreams, starting a family, buying a home, or planning for a comfortable retirement.”
The campaign will run across television, YouTube, Meta platforms, over-the-top (OTT) services, Google Display and outdoor advertising sites.
