PNB MetLife India Insurance Company Limited has launched a new campaign, “Aapka aage ka plan kya hai?” (What’s your plan next?), to encourage individuals to take charge of their retirement planning with confidence. The campaign, which is being promoted across TV, print, outdoor, digital, Meta, YouTube, and radio, is designed to inspire people to reflect on their aspirations and take proactive steps to secure their golden years.
The campaign’s central figure is the Grand Assured Income Plan (GAIN), an insurance solution that provides customers with a guaranteed annuity rate for a lifetime, ensuring financial security and peace of mind during retirement. The campaign’s core message is that retirement should be a time of fulfillment and not financial worry, and that it’s never too early to start planning for the future.
The campaign features a digital film that showcases a conversation between two friends, who, after a jog, sit on a park bench and talk about their retirement dreams. One friend describes a vivid picture of his retirement plans, including owning an apple orchard in Himachal Pradesh and starting a homemade jam business. The film also features PNB MetLife’s brand ambassador, cricketer Smriti Mandhana, who emphasizes the importance of securing one’s future through the company’s GAIN product.
The campaign also includes an interactive 3D immersive experience through a QR code on print, TV, OTT, and digital ads, which allows users to unlock a visual storytelling journey that reinforces the importance of financial planning. Overall, the campaign aims to nudge Indians to take their retirement planning as seriously as they do their careers.
The simplicity and relatability of the campaign’s message, combined with its digital-first execution, make it a strong contender for resonating with India’s diverse economic and cultural landscape. By encouraging people to reflect on their aspirations and take control of their financial futures, the campaign is encouraging individuals to prioritize retirement planning and financial security.