Pramerica Life Insurance has appointed Publicis Groupe to handle its creative mandate and rolled out a campaign ‘this is my climb’, to pay tribute to the defence forces and their families.
Conceptualised by Publicis Worldwide India, the campaign consists of two films which portray tales of purpose, hope, and resilience, resonating with people at different stages of life.
The first film captures the essence of military families, highlighting the steadfast dedication of our uniformed heroes. It showcases a sister who aims to help her father with farming now that her brother is away serving the country. It serves as a heartfelt tribute to these unsung champions, emphasising the insurer's unwavering promise to stand alongside them and their families through life's diverse challenges.
The second film depicts a selfless father's journey, where he sacrifices personal ambitions to nurture his child's dreams with sheer determination. Both films emphasise Pramerica Life Insurance's steadfast commitment to supporting individuals throughout their life journeys.
Amaresh Jena, chief marketing officer, Pramerica Life Insurance, said, “This is my Climb is not just a campaign; it's a manifestation of our brand's aspirations and goes beyond storytelling, embodying Pramerica Life Insurance's core goals. Our objective is to imbue each life we touch with a profound sense of security and empowerment, echoing our vision. Aligned with our mission to be a trusted friend, guiding individuals to informed insurance choices, the campaign aims to provide support during life's challenges and inspire enduring confidence.”
Oindrila Roy, managing director, Publicis Worldwide India, said, "We are thrilled to be partnering with Pramerica Life Insurance. It is a highly respected brand with a strong commitment to providing innovative and customer-centric life insurance solutions. We are confident that our deep understanding of the category coupled with our creative expertise will help Pramerica exceed its business goals in India.”
Srijan Shukla and Pratheeb Ravi, executive creative directors, Publicis Worldwide India, said, “The campaign is conceptualised around a simple truth that there are challenges and struggles in everyone’s life. But it is these climbs and struggles beyond which lie real success. These climbs might seem very ordinary but are tough on the individuals who face them. Pramerica Life wanted to be a partner in these extraordinary climbs of ordinary people. The films focus on the lives of ordinary people and celebrate the moment when they decide to take up the climb. We wanted to keep the stories honest and authentic so that the audience resonates with them.”
CREDITS:
Client: Pramerica Life Insurance
Agency: Publicis Worldwide India
CEO: Paritosh Srivastava
Chief strategy officer: Snehasis Bose
Managing director: Oindrila Roy
Executive creative directors: Srijan Shukla and Pratheeb Ravi
Senior vice president: Lokesh Sah
Creative director: Sagar Desai
Associate creative director: Raj Joshi
Brand service partner: Mandar Sawant
Creative supervisor: Parth Sable
Account management: Nibedita Mondal
Planning: Maulik Kalamthekar
National films head (Publicis): Jignesh (Jiggy)
Executive producer - agency: Rahebar Sonawalla
.png&h=268&w=401&q=100&v=20250320&c=1)
