Aakhri waqt mein mat pachtao…

The message was clear: don't wait until the last minute to get term life insurance. This simple yet powerful idea needed to be delivered to an audience that often procrastinates on such decisions.

We had the message and the messenger - Kapil Sharma. A grim, regretful scenario brought to life but with a humourous twist. All we had to do was imagine how the final moments of a man's life would be, if he hadn't secured his family's financial future. And that's how the "Akhri Waqt Par Mat Pachtao" (Don't regret at the last moment) idea was born. Of course, with a compelling and slightly surreal visual of the man pleading with a Yamdoot - a harbinger of death, we could be sure that the ad would break through the clutter and drive home the urgency of the message.