Aegon Life launches #iDecide campaign for DIY generation

The insurance firm has partnered with DDB Mudra Group to create an ad campaign that urges insurance buyers to take charge of their financial future and decisions that affect their loved ones

e4m by exchange4media Staff
Updated: Jan 21, 2017 8:28 AM
 Aegon Life launches #iDecide campaign for DIY generation

Aegon Life Insurance, a leading digital insurer in India, has launched a new digital campaign, #iDecide, for the do-it-yourself (DIY) generation. The campaign sensitises the audience to educate themselves before making key financial decisions.

Identifying the need of this DIY generation to feel empowered and part of decision making, Aegon Life has collaborated with DDB Mudra Group to create the ad campaign that promotes self-reliance in taking key decisions that affect the protection of your loved ones.

Martijn de Jong, Chief Digital Officer at Aegon Life Insurance, says, “Our objective is simple – empowering customers to understand their needs and identifying the products that will satisfy these needs of their own accord. The theme of the campaign – #iDecide – intends to sensitise the audience that a decision as big as protecting your loved ones should not be left to others. Through this campaign, we want to directly communicate with our audience and enable them to take their own financial decisions like insuring their loved ones.” 

Rahul Guha, President at TRACKDDB, says, “Aegon Life is not just a brand marketing itself through digital platforms, but is a digitally driven business by itself. This transformation in the business model has made us relook at digital marketing solutions in a completely new way. Through a combination of digital brand content, communication, and sharply targeted segment relevant communication, we are looking to empower the DIY generation to choose which protection is right for them. This is an exciting, warm reboot phase in the Aegon Life journey and we look forward to being strong creative business catalysts as journeymen."

Ashish Phatak, Executive Creative Director, says, “The creative idea stems from what happens when you let others make decisions for you. And, we have only highlighted the unfortunate and rather bizarre consequences that can befall an individual when that happens. In this way, our campaign urges insurance buyers to take charge of their financial future, especially now that Aegon Life Insurance has simplified the policy selection and buying experience.”

The film has been directed by Piyush Raghani and produced by Like-Minded People.

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