Mithali Rajs personalised innings with Edelweiss Tokio Life Insurance

https://brandequity.economictimes.indiatimes.com/news/advertising/mithali-rajs-personalised-innings-with-edelweiss-tokio-life-insurance/93817485

Edelweiss Life Insurance has unveiled its latest campaign #MeriMarziKaPlan to put a spotlight on their new flexi savings plan and its optional feature called accrual of survival benefit.

The campaign also aims to underscore the company’s focus on addressing the varied, evolving needs of customers.

#MeriMarziKaPlan campaign is an ad film featuring Mithali Raj. 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.

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.”

He added, “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.”

Raj said, “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.”