PNB MetLife #ShedTheWait

When it comes to the insurance category, it’s nothing but a sea of sameness. Most of the brands have anchored their marketing strategy in loss and death, their tone of voice being fear mongering. But one brand decided to do things differently. It decided to celebrate life instead.

PNB MetLife has always believed that life insurance can do more than just provide your loved ones with financial security. It can be your support through the Circle of Life. And to bring forth this belief system, the brand needed an unusual face and a disrupting idea.

PV Sindhu, ace badminton player and Olympic medallist was brought on board as the brand ambassador and in association with her was launched #ShedTheWait.

The simple yet beautiful thought came from the fact that there are multiple roles and responsibilities one has to carry and live up to. And while doing so, sometimes your own dreams, desires and ambitions are pushed to the backseat, thereby weighing you down. To live your dreams or pursue your ambitions, you keep waiting for the time when you have fulfilled all your responsibilities towards your family. And sometimes, when that time comes, it’s already too late.

Therefore, the campaign urged young Indians to stop letting the responsibilities of tomorrow burden them today.

The campaign tore through the category fabric with a digital film showcasing PV Sindhu challenging people to step on a weighing scale to prove their fitness levels. Upon stepping, the users are left appalled at the exaggerated number on the display. This is when Sindhu helps them understand that the weight they see includes the burden of their responsibilities.

With a trusted partner like PNB MetLife by their side to protect their family and secure their future, it’s time they #ShedTheWait and lived their life to the fullest today.