DHFL Pramerica Life Insurance, India’s fastest growing life insurance company, has launched the third film of its three-film digital campaign – #KalSePehle today to promote the importance of life insurance in an individual’s life. The campaign has been addressing the behaviour of postponement around purchasing Life Insurance. #KalSePehle is a campaign for the typical procrastinator in every Indian and therefore aptly personified as Mr. Kal Se, because he postpones everything to tomorrow.
Commenting on the campaign, Mr. Anoop Pabby, CEO and MD, DHFL Pramerica Life Insurance Co. Ltd. said, “The campaign intends to inspire people to come out of the slumber and take timely decision on Insurance because delaying it could make insurance expensive, difficult and in some cases impossible. In school everyone has learnt Sant Kabir’s doha (couplet), ‘Kaal Kare So Aaj Kar, Aaj Kare So Ab….’, however it is not practiced in our daily lives where a lazy option finds precedence over something as important as insurance.”
Mr. Anshuman Verma, Chief Marketing & Digital Officer, DHFL Pramerica Life Insurance further added, “DHFL Pramerica Life Insurance Co. Ltd. which is one of the fastest growing life insurance company has launched #KalSePehle campaign aimed at the typical procrastinator in every Indian. We have personified him as Mr. Kal Se, because he postpones everything to tomorrow. Secondly, we decided to target the cultural grammar of ‘Kal Karein’ or ‘Can we do this tomorrow’ and highlighted the relatable, everyday excuses which are used to rationalize procrastination.”
#KalSePehle is a three-part film digital campaign that addresses three different types of procrastination behavior. From procrastinating exercise to prioritize another hour’s sleep to postponing an outdoor game with children on a weekend or delaying healthy eating over to enjoy a sumptuous meal, this digital campaign targets it all. Despite the clear advantages of a life insurance cover, many people often procrastinate when it comes to a life insurance plan for them and their family. People do not realize the importance of life insurance till they actually need it. Till then, it just keeps on getting postponed to another day, another time; even at the risk of their own family’s financial future. The series is part of a larger campaign with creative collaterals across online & offline media.
The third film is a satire on our daily conundrum with healthy food choice. It is set around the dinner table where Mr. Kal Se can be seen having a dilemma of choosing between healthy eating over biriyani. However, Mr. Kal Se decides to postpone his diet plan for the next day. The film then rewinds to the point where his wife gets a bowl of biriyani on the table but Mr. Kal Se picks up the bowl of salad. This film highlights the fact that whether it is about securing your family’s future financially, or adopting healthy eating, it’s best to act #KalSePehle, i.e. before tomorrow.