Sagar Rahurkar
Integrated Creative Director at Consultant
Mumbai, Indien
TitelKite
Werbende N/A
Marke Principal Retirement Advisors
Datum der ersten Ausstrahlung/Veröffentlichung 2014 / 1
Story Task:
Encourage middle-age professionals to plan for retirement early on and have a great life ahead.

The Challenge
Principal is an international brand, but has a lesser share of voice compared to other financial brands. Also, most professionals are not open to thinking of life after retirement as this is a relatively lesser-tapped market in India.

The Results:
Escalation in conversion is 34%.

The Strategy:
We talked to people between the age of 50 and 60 in India and we found that before retirement, the most frequent question from friends, relatives and everyone was “Retirement ke baad kya?” (What’s your plan after retirement?)

We had an insight; in every person there is a child. You might notice after retirement people become more nostalgic and wanted to re-live their childhood days.
We conceptualized an idea for web film asking a question Toh Plan Kya Hai? (What’s your plan)
Through, Toh Plan Kya Hai?, (What’s your plan) we guided people to the right financial planning before retirement that would keep them financially strong and let them live their life like a care-free child.

Medientyp Internet-Film
Länge
Sr. Creative Director

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