IndiaFirst Life launches its campaign ‘Because Life is full of Certainties’


By K. Vivek Mob: 09920183006 Email:

Aims to spread awareness about Life Insurance as a tool to provide adequately for certainties and life goals

IndiaFirst Life Insurance, a joint venture between the Bank of Baroda, Andhra Bank and Legal and General, UK, launched a one-of-its-kind advertising campaign titled, “Because Life is Full of Certainties”.

‘Because Life is Full of Certainties’, is a proposition that seeks to appeal to customers’ own reasoning by advocating prudence in planning for events or life goals that have a greater likelihood of happening such as getting married, having children, fulfilling responsibilities towards them and retiring. This is a step away from the generally promoted outlook to insurance that hinges on a person’s fear of the unknown.

Mr Rushabh Gandhi, Director, Sales and Marketing, IndiaFirst Life Insurance said, “It was imperative for us to get our brand positioning aligned to our Customers First philosophy. From here stemmed the idea of ‘Because Life is Full of Certainties’, a proposition born out of the understanding that life isn’t full of accidents waiting to happen. In fact, it is full of certainties like getting married, having children, getting them married and retiring. So instead of worrying about things that most likely won’t happen, why not prepare for those that certainly will.”

Mr Prakash Nair, Executive Vice President, Ogilvy & Mather said, “One of the biggest barrier to insurance in India is the Superman Syndrome- the “I don’t need it. Nothing will happen to me” attitude. And the best way to convince these folks is straight talk – no jargon and no emotional overdose! The best way to get them to sit up and take a second look at us would be to tell them what will happen versus what could, maybe, happen. Thus was born the thought ‘Life is full of certainties’. It’s a simple and refreshing view of life insurance, one that will create a distinct identity for the brand”.







To spread awareness on the unique premise of providing adequately for certainties, IndiaFirst Life has rolled out the “Because Life is Full of Certainties” campaign pan-India, across mediums including billboards, hoardings, OOH, digital, radio, and internet marketing.


About IndiaFirst Life Insurance Co. Ltd.

Headquartered in Mumbai, IndiaFirst Life Insurance, with a paid-up share capital of INR 625 crore, is one of the country’s youngest life insurance companies. It is promoted by two of India’s largest public sector banks – Bank of Baroda and Andhra Bank along with UK’s leading risk, wealth and investment company Legal & General. Bank of Baroda holds a 44 percent stake in IndiaFirst, while Andhra Bank and Legal & General hold a 30 percent and 26 percent stake respectively. IndiaFirst believes it can differentiate itself through simple, easy to understand products that are fairly priced and efficiently serviced. Today, IndiaFirst Life is present in over 1,000 cities and towns across the country through 10,000+ points of sale. The company garnered over Rs.10,858 crore of assets under management as of 31st March, 2017.

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