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IndiaFirst Life introduced its new campaign Stress ko Karo Kill

Madhushree Chakrabarty January 20, 2021

IndiaFirst Life Insurance Company Limited launches a new social media campaign named #BhonduJustChill – Stress Ko Karo Kill, IndiaFirst Life & Chill. The catchphrase ‘Bhondu Just Chill’ has been adapted from a Hindi movie with a twist. Sanjay Mishra has been featured in the campaign and gives out a message that self-care is essential and having life insurance which leaves your life without worries. It provides financial protection to you and your family.

The campaign Stress ko Karo Kill has been conceptualized by WATConsult.

Commenting on the campaign, Sonia Notani, Chief Marketing Officer, IndiaFirst Life Insurance Company Limited said, “We understand the importance of a stress-free life and want to propagate the role IndiaFirst Life Insurance can play in ensuring the same for our customers. We have a suite of 40+ products tailored to suit the protection and assurance needs of customers across life stages. This campaign provides an interesting take on the fact that safeguarding our family’s needs, does not have to come at the cost of our own peace of mind.”

Talking about his association, Sanjay Mishra, Indian Film Actor, said, “The life mantra that I abide by is to chill. And I will only be able to abide by this mantra when my loved ones are taken care of and secured. The attitude of being relaxed can only be donned when you experience peace of mind. When you’re sure that you’re living a protected life, a covered life, there ought to be the peace of mind. You can chill more and stress less”

Expanding on the digital collaboration with IndiaFirst Life, Heeru Dingra, CEO, WATConsult said, “Inspired by a famous comedy movie dialogue, the campaign’s catchphrase – ‘Bhondu just chill’ is a humorous way for people to bring in a little relaxed and chilled moment to their lives. We wanted to capture the hilarity and weave it with the brand’s belief that the right insurance plan can ensure peace of mind at various life-changing moments. Humour also wraps the message in a more fun package, helps in better expanding its reach, and accentuates the point further. Today, as stress has become an unavoidable part of everyone’s lives, a small reminder to simply chill definitely presents itself as a welcome breather.”


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