Edelweiss Tokio Life unveils lyrical content to create awareness on organ donation

With an objective to create higher resonance with the public, Edelweiss Tokio Life Insurance has unveiled a rap anthem for its ongoing #NoMoreWaiting campaign. Through this hard-hitting rap, the insurer hopes to highlight the long wait for organ donation in India. 

This rap is a part of the month-long campaign recently kicked off by Edelweiss Tokio Life to inform, educate, and mobilise public support for organ donation in India. 

Commenting on the content strategy of the campaign, Abhishek Gupta, Chief Marketing Officer, Edelweiss Tokio Life Insurance said, “Historically, rap has been effectively used to draw attention to the challenges facing our society. So, this undoubtedly was one of the most effective mediums to speak about organ donation with the public at large. Also, India is still revelling in the musical success of Gully Boy and it was truly a unique opportunity for us to use that existing relationship people now have with ‘rap’ as a genre of music.”   

The insurer also released a video along with the rap that featured people from different age-groups and professions, highlighting that anyone can step up for support of the cause. 

“Our film with Rahul Bose was a call for attention to the subject of organ donation. With its sing-along lyrics, this rap anthem is more personal in nature and is aimed at urging individuals to take a positive action,” Gupta added. 

The video has received promising response on social media so far, with 53,000 views and 1,21,000 engagement. 

Along with its digital content, the insurer has also conducted informative workshops with MOHAN Foundation at educational institutions like IIT Jodhpur, IIM Ahmedabad and more.