MAM
Brandmovers launch new Puma digital campaign with Chitrangada
MUMBAI: Brandmovers, the global digital creative agency today unveiled its first fitness centric campaign titled ‘Chitrangada Singh’s Gear Up buddies for Puma and Jabong.com’. The campaign can be seen at http://www.jabong.com/gearupbuddy.
Brandmovers conceptualised, produced and developed this campaign in the form of an interactive video on fitness routines, for all fitness lovers. The video is live on the website of Jabong.com and would enable online users to experience interesting exercises such as running, zumba and crossfit.
Watch the Video: Chitrangda Singh’s Fitness Workout #GearUpBuddy
Brandmovers’ new Puma campaign includes three instructors along with Chitrangada who are known as Chitrangda Singh’s ‘Gear Up’ buddies and will train the viewers in zumba, crossfit and running. This video gives users the ability to change between exercises, while the people on screen switch into different Puma fitness gear. The most annotated YouTube video in history with over 1700 annotations, this exclusive video also gives users an option to know more about the particular fitness gear by clicking on it, and directing them to Jabong.com if they want to purchase.
“With Puma’s first of its kind digital fitness campaign, we are trying to create online engagement by making people a part of the video experience rather than witness it. The concept of Chitrangda’s ‘Gear Up’ buddies is designed for people who like to stay fit. The campaign will attract and involve people, making them shop online at the same time”, said Brandmovers India co-founder and CEO Suvajyoti Ghosh.
“The trend of e-commerce players partnering with retail brands is yet to evolve. We wanted to create an edgyimmersive brand experience that is shareable and linked to online sales on an e-Commerce website.” he added.
Brandmovers has also brought in additional User-Generated Content (UGC) in this campaign by beginning a hunt for the fourth fitness expert, reaching out to bloggers and fitness-holics, who will get a chance to feature in the next edition of the interactive video as Chitrangada’s ‘Gear Up’ buddy.
If you are actively investing to grow your money month after month, you already understand the value of planning ahead. SIPs, long-term portfolios, retirement planning and goal-based investing all point to one thing. You are building a future with intent.
What often gets missed in this process is one foundational question. How well is the income that funds all these plans protected?
Term life insurance fits naturally into this stage of financial planning. It does not compete with investments. It supports them by protecting the income that makes long-term growth possible.
Why Income Protection Is a Core Part of Financial Planning
Every financial plan begins with income. Before money is invested or saved, it is earned.
Over time, this income is allocated across multiple needs:
● monthly household expenses
● EMIs and long-term loans
● savings and emergency funds
● investments aimed at future goals
As responsibilities increase, financial planning becomes layered. Each layer assumes income continuity. Term life insurance exists to ensure that this structure does not become fragile due to overdependence on a single income source.
It adds stability to plans already in motion rather than introducing a new objective.
What does term life insurance do?
Term life insurance provides a fixed payout to your nominee if you pass away during the policy term. The purpose of this payout is practical and clearly defined.
It is intended to:
● replace lost income for a defined period
● help manage outstanding liabilities
● support ongoing household and goal-based expenses
There is no investment or savings component. This keeps the product focused and cost-efficient, allowing individuals to opt for meaningful coverage without diverting funds meant for growth-oriented investments.
Why Term Life Insurance Complements Investing?
Investments and insurance play different roles in a financial plan.
Investments are designed to:
● grow wealth over time
● compound with consistency
● be adjusted as goals and risk appetite change
Term life insurance is designed to:
● provide financial continuity
● protect existing plans from disruption
● remain stable once put in place
Keeping these roles separate improves clarity. Investments are allowed to perform without being forced to double up as protection, while insurance quietly supports the overall structure.
Who Should Consider Term Life Insurance?
Term life insurance becomes relevant when financial planning extends beyond individual needs. This typically includes:
a) Working professionals
When income supports shared expenses or long-term plans, protection becomes essential.
b) Individuals with long-term liabilities
Home loans, education loans and other EMIs often extend over decades. Term insurance ensures these obligations remain manageable.
c) Parents planning future milestones
Education, healthcare and lifestyle goals require continuity over many years.
d) Early planners with rising incomes
Starting earlier allows coverage to align smoothly with career progression and evolving responsibilities.
How Much Coverage Should Be Considered?
Coverage should be guided by financial reality rather than affordability alone.
A well-rounded evaluation typically considers:
● number of years income needs to be replaced
● existing and future liabilities
● long-term goals already planned
● inflation and rising living costs
Many insurance companies offer options starting from 50 lakhs, 1 crore term insurance and higher. It allows individuals to choose coverage based on their income, liabilities and future plans.
How Term Life Insurance Fits Into a Long-Term Plan
Once set up, term life insurance does not demand frequent attention.
It does not require active monitoring, market tracking or performance reviews. Its role is structural rather than dynamic.
By ensuring financial continuity, it allows families to:
● stay aligned with long-term plans
● avoid rushed financial decisions
● focus on execution rather than damage control
When aligned correctly, term insurance strengthens the foundation on which investments, savings and retirement plans are built.
Choose the Right Insurance Partner
Once the need, coverage amount and role of term life insurance are clear, the final and most important step is choosing the right partner.
This decision should be based on:
● clarity and transparency in policy terms
● a strong claim settlement track record
● consistency in servicing and communication
● the ability to support long-term financial planning rather than just selling a product
Term life insurance is a long-term commitment. The partner you choose today will be the one your family relies on years down the line.
When protection is aligned with purpose and backed by a dependable insurer, term life insurance becomes a quiet but powerful part of a well-built financial plan.
