Mumbai: IndiaFirst Life Insurance Company Limited (IndiaFirst Life) has launched a new brand campaign that redefines how consumers perceive life insurance—shifting the narrative from long-term obligation to immediate emotional ease. Conceptualized by The Womb, the campaign challenges the traditional association of life insurance with delayed gratification, instead positioning it as a source of instant reassurance by sharing the weight of responsibilities. This shift is captured in the brand’s refreshed promise, “Zimmedariyaan Humse Baantiye, Halka Lagega.”
Subhankar Sengupta, Chief Marketing Officer, IndiaFirst Life, said, “As a brand, we wanted to move beyond functional narratives of protection and planning, our conversations with customers showed us that they already feel the weight of responsibilities. What they long for is relief. With this campaign, we shift the narrative from ‘reminding you to be responsible’ to ‘helping you feel unburdened’ – from ‘Do This’ to ‘Feel This.’ It’s a more empathetic, human approach to life insurance that resonates deeply in today’s world.”
The campaign draws from real, modern-life pressures—rising financial commitments, nuclear family setups, and unpredictable circumstances—to highlight how life insurance uniquely provides instant emotional comfort by assuring that responsibilities are taken care of.
Heval Patel, Chief Operating Officer, The Womb, added, “In our multiple conversations with customers and key stakeholders we reached a certain ‘inevitability of strategy’. We understood that people are already aware of their duties—providing for their children’s education, retirement, or financial security for family. What they truly seek is the assurance of being covered and the emotional lightness that follows. The campaign translates this into a liberating narrative that captures the pivotal moment of signing up for life insurance when the protagonist finally feels the weight lift off his shoulders, instantly.”
By claiming the emotional territory of “immediate relief,” IndiaFirst Life sets itself apart in a category often dominated by reminders of responsibility. The campaign will run across television, digital, and OOH platforms, strengthening the brand’s positioning as a partner that helps consumers feel lighter the moment they choose protection.
Campaign Credits:
- Creative Agency: The Womb
- Co-Founders – Kawal Shoor & Navin Talreja
- COO – Heval Patel
- CCO – Suyash Khabya
- Account Management: Sneha Karkera, Shailee Mehta, Saheef Giriyal
- Creative: Gunjan Gaba, Vikrant Wadkar, Dilip Saini
- Planning: Sneha Raina, Ipshita Khan
- Production House – Good Morning Films
- Director: Bob (Shashank Chaturvedi)
- Producer: Cornelia & Ojaswini
