Life Insurance

Shriram Life : Happiness Ka Road Map

Shriram Life in partnership with Sanlam Life (South Africa’s largest insurance player) was a late entrant into the Indian life insurance market in 2009. The brand and its offerings naturally, had to be uniquely positioned.

There’s more to insurance than simply securing the future, a cliched oft-repeated brand positioning. Life is a journey with several milestones along the way. Shriram Life ensures happiness at every step along the way.

HAPPINESS KA ROAD MAP (Road map of happiness) is an insightful idea that brings Shriram Life’s offering alive in more ways than one.

The campaign’s illustrative rendering made customers feel easy and comfortable to approach this new brand as compared to competition that took a too ‘serious’ view of life insurance.

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The plans :

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The Happiness Ka Road Map campaign gave the Indian life insurance industry’s newest player Shriram Life the attention and sales it wanted, and also gave us at the agency Gold at the Abbys in the Digital category.

Client: Shriram Life
Agency : 141 Sercon

Aegon Religare Life Insurance : Get Full Cover

How do you demonstrate to anybody that they have inadequate insurance cover? This challenge got magnified when I was mandated to bring the brand’s advertising slogan Kum Insurance Leneki Bimari (Taking less insurance is a disease) to life in a memorable manner.


The objective is to move a small umbrella around to help a guy stay dry. A perfect analogy of ‘Kum Insurance Leneki Bimari’.


A man is standing in the rain with a child-sized umbrella. You have to prevent him from getting wet.

The rain falls from above and slants in from the sides as well.


As he gets wetter, his shirt changes colour.

Once his shirt is soaked, the game stops and the user is asked the question.


Client : InMobi
Agency : Phenomenon Brand Architects

Tata AIG Life : Women’s Policy Gives Men A Shoebite

When Tata AIG wished to introduce an exclusive life policy for urban Indian women, the strategy was to target the man in her life and make him understand why she needs to be insured.

The idea was very simple – GIVE HER MAN A REALITY KICK. Something impactful that brochures and leaflets couldn’t do.

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Client : Tata AIG
Agency : 141 Sercon