Cannes

Young Lions

India PRINT

Summary

of the brief

On one hand, in spite of having one breadwinner per family, people fail to

realise the importance of life

insurance.

Penetration of life insurance in India is a

mere 3.4%.

Most of them believe that life insurance

is for investment and not protection.

Better lifestyles underline the need for

better life security.

It thus presents the insurance industry

an opportunity to expand.

There is a need to sensitize and educate Indians that life insurance is

protection for the family they leave

behind and not an investment product.

Summary

of the brief

Target audience

Gender: Male.

Age: 30 to 50 years.

Demographics: Urban cities.

Socio-economic background: Sec A and B.

Current

market

perception

Insurance is only for investment.

It is not for me.

I have better options like property for

investments rather than insurance.

Current

market

perception

It’s an added expense to the regular

ones which can be avoided.

Anything can be bought on credit now

and paid for later.

I earn so that I enjoy a better lifestyle.

Desired

market

perception

I am the sole breadwinner in my

family.

Life is unpredictable. I don’t want

my loved ones to suffer after me.

Life insurance is a must.

Desired

market

perception

I choose to sacrifice few luxuries in my

presence to ascertain their presence in my absence.

Monthly salary might not take care of

the credit.

Approach ENCOURAGING PEOPLE TO

HAVE AN EXTRAORDINARY

LIFE.

Insight

ALL DREAM OF BEING A HERO.

Idea

Creation of a simple crossword puzzle.

Its solution is how one can become a hero.

It also leads to one getting life insurance.

It’s interesting and it invites participation.

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