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AEGON Religare Life Insurance (ARLI) launched a campaign - #NothingWillHappen, for its flagship protection plan iTerm. ARLI has launched this campaign in an exclusively digital format.
The campaign consisting of four long-format films looking at the way in which Indians view life and death. They have partnered with stand-up comic Atul Khatri for this and the idea behind them is to get the audience who is aware of life insurance but not buying it, to start thinking about and considering the category.
Yateesh Srivastava, Chief Operating Officer - ARLI, said that he only difference in this campaign is that it is being released only through digital media and will not have a television release. "While the campaign is product specific, we also expect a positive impact on our overall brand awareness," he said.
The films were ideated and conceptualized by ARLI's advertising agency, Infectious and Atul Khatri. Ramanuj Shastry, Co-founder - Infectious, said that using humour and an unlikely spokesman in stand-up comedian Atul Khatri, the campaign pokes fun at people, in a state of denial about death, while gently reminding them to protect themselves.
