It is a pleasant morning in Mumbai. Rohan, a 30-year-old IT professional, strolls into his favourite cafe, the aroma of freshly brewed coffee mingling with the city buzz. With a latte in hand, he scrolls through his phone, thinking about the Smart TV he plans to buy. Rohan is living the life he dreamed of—independent, joyful, and spontaneous.
But as he steps out of the café, something unusual catches his eye—a vibrant hoarding that reads: “Classic Coffee to wake you up (with an arrow pointing towards the café he just walked out of)
Life Insurance so that you sleep peacefully (with an arrow pointing to TATA AIA Life Insurance website)”.
The playful message, part of Tata AIA’s latest campaign, ‘Kuch Income Life Ke Liye, Kuch Life Insurance Ke Liye,’ stays with him. Intrigued, Rohan starts to think about what life insurance could mean for someone like him—young and free from major financial obligations.
That evening, curiosity leads Rohan to dig deeper. What he discovers surprises him: life insurance is not just for people with dependents or significant liabilities. It is a smart financial decision for anyone who wants to plan the future without giving up the joys of today. With a small part of his income invested in life insurance, Rohan realises he can secure his future while continuing to enjoy his present lifestyle.
Rohan’s story is at the heart of the new campaign, from Tata AIA Life Insurance (Tata AIA). It speaks directly to the young & old, those who value their passions but may overlook the importance of financial planning.
Girish J Kalra, Chief Marketing Officer, Tata AIA Life Insurance, said, “When we are young, it is easy to prioritise immediate pleasures over long-term security. But investing in life insurance solutions does not mean sacrificing what you love. Through this campaign, we want to show consumers that they can balance today’s aspirations with tomorrow’s goals, becoming truly ‘Har Waqt Ke Liye Taiyaar.”
A Fresh Take on Financial Planning
The campaign breaks away from the traditional, cautionary tone of life insurance advice. Instead of asking people to “stop spending and start saving,” it embraces their love for life’s joys—be it a fancy gadget, the latest fashion, or that dream car to whiz through roads.
“At 25 or 30, none of us want to hear advice that feels restrictive,” says Yash Chandiramani, CEO and Chief Strategist at Admatazz, the creative agency behind the campaign.
“So, we flipped the narrative. Instead of asking people to spend less, we encouraged them to spend wisely—on the things they love today and on life insurance for tomorrow. It is a message that is playful, relatable, and empowering.”
The campaign uses out-of-home (OOH) advertising, with quirky messages on hoardings/ bus shelters strategically placed near cafés, fashion stores, car showrooms, electronics outlets, and other hotspots frequented by consumers at large. It uses social media to amplify these billboards and thereby ensure that the campaign reaches and connects with audiences across India.Since its launch, the campaign was executed in 23 locations across seven cities: Mumbai, Delhi, Bangalore, Chennai, Pune, Nagpur, and Surat. After gaining traction on social media, it went viral, reaching nearly nine million people. So far, it has generated 4,760,651 impressions and 1,566,771 engagements.
Why Start Early with Life Insurance?
As Rohan discovers, starting life insurance early has its rewards. It means lower premiums, a longer duration to build a financial safety net, and the peace of mind that comes with knowing you have prepared for the unexpected. Life insurance is not just about protecting dependents—it is about ensuring that you can continue living the life you love, no matter what.
Through ‘Kuch Income Life Ke Liye, Kuch Life Insurance Ke Liye,’ Tata AIA is redefining what it means to plan for the future. The campaign reminds young professionals that life insurance is not about giving up today; it is about securing tomorrow, one small step at a time.
So, the next time you sip your coffee, think of Rohan—and the life you are building for yourself, one decision at a time.
Tata AIA offers a diverse range of products and services designed to secure the financial futures of families and fulfil their aspirations. These offerings encompass life insurance cover, savings plan with guaranteed income and/ or bonus payouts, wealth creation, retirement income, and health and wellness solutions.
