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Press Release

Edelweiss Tokio Life appoints industry veteran Kayzad Hiramanek

6/6/22 5:18 AM

Mumbai, August 26, 2022: In collaboration with Cricketer Mithali Raj, Edelweiss Life Insurance today unveiled its latest campaign #MeriMarziKaPlan that puts a spotlight on the new Flexi Savings Plan and its optional innovative feature called Accrual of Survival Benefit. The campaign also aims to underscore the company’s focus on addressing the varied, evolving needs of customers.

Abhishek Gupta, Chief Marketing Officer, Edelweiss Life Insurance said, “Every customer has different needs, which change over a period of time as an individual progresses through life stages. This presents a challenge when designing a financial plan for the longer term. This customer insight guided our campaign thought – we want to call out the customer struggle and present Flexi Savings Plan as a pertinent solution to this struggle. Having Mithali Raj as the face of the campaign was a no-brainer. We believe this product to be a game changer, much like Mithali has been for her field.”

Flexi Savings Plan offers 3 base plan options - Flexi-Income, Flexi-Income Pro, and Large Sum – and offers an innovative optional feature called Accrual of Survival Benefit which gives customer the freedom to change the timing of benefit payout as many times as necessary to match their individual requirements.

At the heart of the #MeriMarziKaPlan campaign is an ad film featuring Mithali Raj, a trailblazer in Women’s Cricket. She plays a potential customer in the film who is unsure about her financial requirements in the medium to longer term. She poses several requirements to her life insurance advisor, underlining the need for control in choosing when to avail the benefits offered by her life insurance plan.

In a call out to its brand campaign #ProtectTohHumKarkeRahenge, the film adopts a comedic approach to showcase the typical relation between a customer – who constantly looks for excuses to procrastinate an insurance buying decision – and an insurance advisor – who persistently finds solutions to each question thrown at them by the customer.  

The ad puts women in decision-making positions as the potential customer and insurance advisor in the film, a significant departure from male-focused advertising typically observed in the financial services industry. 

Commenting on this collaboration, Cricketer Mithali Raj said, “Edelweiss Life has a long record of supporting female athletes, which is why their brand values resonated with me deeply. The campaign had an interesting thought, wherein the brand is upholding the customers’ freedom of control and choice. That truly piqued my attention, and it was interesting bringing the vision behind this campaign to life.”

Gupta added, “In today’s digital world, Personalization has become the next frontier in innovation. We are deep diving into the challenges faced by our customers at every step in the life cycle. With this insight-led approach, we will continue innovating our products & services to offer relevant solutions to our customers.”

To view the ad film, click here:

Ad film credits:

●  Production House: Analogue Production

●  Creative Agency: Left of Centre Marketing LLP

●  Director of Photography: R. Dee

●  Director: Abhishek De


About Edelweiss Life Insurance

Edelweiss Life Insurance established its pan-India operations in July 2011 with an immovable focus on protecting people’s dreams and aspirations. Guided by customer insights, the company has been offering need-based and innovative life insurance solutions to help customers live their #ZindagiUnlimited. With a customer-centric approach, the company endeavours to build a multi-channel distribution network to effectively serve its customers across the country. As of March 2022, the life insurer has established 109 branches in 88 major cities.


Edelweiss Life Insurance has been consistently recognized by the Great Place To Work Institute for its employee-centric workplace practices. In 2022, the company has been recertified as a Great Place To Work, ranked #51 in India’s Best Companies to Work For 2022, and recognised among Best Workplaces in Life Insurance India as well as India's Best Workplaces in BFSI. 

Another crowning achievement has been the GUINNESS WORLD RECORDS title for collecting highest number of pledges for organ donation in a single day and Great Place to Work – CertifiedTM. It has been awarded at multiple forums like SKOCH Awards 2019 and India Insurance Summit & Awards 2020 for Product Innovation, TISS LeapVault CLO Awards 2019 for its Sales Enablement efforts and Campaign PR Awards India 2020, E4M Indian Content Marketing Awards, & Tokio Marine’s Good Company Awards 2019 for its social initiative on organ donation.


To learn more about Edelweiss Life Insurance, please visit

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