PNB MetLife’s new campaign asks the question every Indian must answer

PNB MetLife India Insurance Company Limited’s latest campaign, ‘Aapka aage ka plan kya hai?’ (What’s your plan next?), aimed at inspiring individuals to take charge of their retirement planning with confidence. By asking this simple question, the campaign encourages people to reflect on their aspirations and take proactive steps to secure their golden years. The campaign covers TV, print, outdoor, digital, Meta, YouTube, and radio for broad impact.

 

At the heart of the campaign is the Grand Assured Income Plan (GAIN), an insurance solution designed to provide customers guaranteed annuity rate for a lifetime, ensuring financial security and peace of mind during retirement.

 

Sourabh Lohtia, chief marketing and communications officer, PNB MetLife, said, “Retirement should be a time of fulfilment and not financial worry. We understand our customers’ aspirations, and ‘‘Aapka aage ka kya plan hai?’  is their call to action. We’re here to help them plan for what’s next, from travel and new experiences to a financially secure retirement.”

 

The campaign’s digital film brings this message to life through a conversation between two friends who, after a jog, sit on a park bench reflecting on life after retirement. One friend asks, ‘Tunay socha kabhi …ek din hum bhi retire ho jaayenge?’ (Have you thought, one day we too will retire?) The other paints a vivid picture of his retirement dream—owning an apple orchard in Himachal’s Thanedar, employing locals, and starting a homemade jam business with global exports.

 

PNB MetLife’s brand ambassador, cricketer Smriti Mandhana, then emphasises how such aspirations can be secured with the PNB MetLife GAIN, which guarantees income for a lifetime and the flexibility to choose from five annuity options.

 

The campaign also integrates an interactive 3D immersive experience through a QR code on print, TV, OTT and digital ads, allowing users to unlock a visual storytelling journey that reinforces the importance of financial planning.

 

Campaign’s take:  In a country where dinner-table conversations often end with “Beta, future ka socha hai?” (Have you thought about your future?), PNB MetLife India Insurance Company’s latest campaign takes this universal nudge and turns it into a powerful call to action. With ‘Aapka aage ka plan kya hai?’ (What’s your plan next?), it nudges Indians to take retirement planning as seriously as they take their careers.

 

What sets this campaign apart is its engaging storytelling—a jog in the park leads to a retirement daydream of running an apple orchard in Himachal. It’s aspirational yet deeply relatable. Cricketer Smriti Mandhana’s cameo drives home the pitch: financial security isn’t a luxury, it’s a necessity.

 

The standout feature? An interactive 3D immersive experience via a QR code, turning passive viewers into active participants. But will this campaign resonate across India’s diverse economic and cultural landscape? The simplicity of its message, coupled with a digital-first execution, gives it a fair shot.

 

Retirement may seem far away, but PNB MetLife makes a solid case for why financial independence is a goal best chased early. After all, what’s your plan next?