banner image banner image

PNB MetLife launches its digital campaign to increase focus on ‘Life Protection’

PNB MetLife, a leading life insurance company of India, has launched an integrated digital video campaign to drive its theme of ‘Protection’. The company recently extended the life coverage limit available with its flagship online protection product, PNB MetLife Mera Term Plan, from 75 years to #99 years. The campaign further extends to amplify PNB MetLife Mera Term Plan’s feature of ‘guaranteed life cover till the age of 99 years#’ by saying ‘Raho Khushaal Poore 99 Saal’.

PNB MetLife for the first time introduces the audience to a lovable and intriguing character in the form of ‘Joy Da’, a happy-go-lucky Bengali gentleman. Joy Da as a character adds a light hearted undertone to an otherwise serious category such as life insurance. The brand has consciously adopted a humorous communication style, to break away from the monotonous emotional and fear-inducing life insurance narratives. The campaign revolves around Joy Da, who has a take on the country’s fixation with the number 100 as extra special. Joy Da’s antics and mannerisms serve as a quirky backdrop to drive home the important message of staying protected for life.

According to a report by the United Nations in 2015, life expectancy in India has increased by more than 10 years over the past two decades. The new digital campaign has been crafted against the backdrop of the increasing life expectancy in India, thereby articulating the need to reassess one’s life insurance protection benefits that provide adequate coverage throughout an individual’s lifetime. To this end, the campaign is aimed at enhancing awareness of investing in affordable term insurance plans which ensures protection for life up to 99 years.

At the launch of the campaign, Mr. Sameer Bansal, CDO Bancassurance & Interim CMO, PNB MetLife India Insurance Co. Ltdsaid, “At PNB MetLife, we have always ensured that our products cater to the evolving needs of our customers. Our research says that with growing awareness of long term protection plans clubbed with increasing life expectancy, consumers in India are looking for coverage beyond the conventional 70-75 years, to safeguard their family and dependents from financial risk or liability that may occur in case of an unfortunate event. Extending the life cover in ‘PNB MetLife Mera Term Plan’ ensures that the consumer can remain protected up to the age of 99 years.”

He further added, “Our earlier digital campaigns, used humor to communicate the subject of life insurance have been received well by our audiences. With the launch of this light-hearted campaign, we’re optimistic that we will be able to convey the importance of protecting their family to the Indian consumers.”    

Conceptualized and executed by ‘Jack in the Box’, the digital brand campaign will be a 3-part video series (‘film’), with a character at the helm aimed to build connect with the consumers with his distinguished quirky style. The film will focus on the core theme of ‘Protection’ and amplify the coverage age of 99 years making ‘Joy Da’ feel empowered with PNB MetLife’s Mera Term Plan.


At the launch of the campaign, Mr. Kaizad Pardiwalla President - Jack In The Box Worldwide & COO - The 120 Media Collective said, “The team at PNB Metlife was very clear that they didn't want yet another 'insurance' ad. They had a strong product proposition and they needed a campaign that broke clutter and drove home the 99 year plan. The insight of the significance 'Sau Saal' has for every Indian is a fresh and interesting take which is brought to life by the character of Joy Da. This is a campaign we hope will not only win consumer's hearts but also get them to click their way to the plan.”

Campaign Credits:

Film & Campaign Title: Joy Da | Raho Khushaal Poore 99 Saal

Production company: Sniper, a part of The 120 Media Collective

Producer: Roopak Saluja 

Director: Vishal Gandhi

Digital Agency: Jack In The Box


News in the domain of Advertising, Marketing, Media and Business of Entertainment

More in Advertising