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Edelweiss Tokio Life flags off TVCs directed by Shoojit Sircar
MUMBAI: Edelweiss Tokio Life Insurance today announced the launch of its two TV commercials, directed by the well-known Indian film director Shoojit Sircar and produced by his production house Rising Sun Films. Apart from TV, the campaign will be complemented by a robust digital, and OOH activation across the country.
The films bring the company’s motto of ‘exceeding customer expectations’ to life, through the concept of ‘Thoda aur khayaal.’
Commenting on the launch, Abhishek Gupta, Chief Marketing Officer, Edelweiss Tokio Life Insurance said, “Edelweiss Tokio Life’s Zindagi Plus is truly a unique product and has fast become of one of the most sought-after term plans in the market. This product effectively captures our unrelenting belief in relevant innovation to, not only meet customer’s dynamic expectations, but also exceed them at every turn. We, as a brand, believe that our journey with our customers does not end with paying a claim; it extends much further to protecting those who are enduring the loss of a loved one.”
Zindagi Plus is a term insurance plan that offers an optional Better Half Benefit, which enables the policyholder to not just cover her own life, but also provide a cover for her spouse in the event of her death. Simply put, the company will pay a claim to the dependents of the policyholder and additionally provide a life cover to the spouse. This product forms the central element of these films.
With a touch of simplicity, both the ad films showcase how most of us are oblivious of unforeseen circumstances and how they affect the family’s stability. The films delve into a family dynamic to bring out the importance of not just securing yourself, but also your spouse to ensure your dependents have a strong back-up.
Commenting on the scripting process, Sagar Mahabaleshwarkar, Chief Creative Officer, Contract India said, “We were working towards a dual objective – bringing out the core benefit of Zindagi Plus and also demystifying the complexity associated with life insurance in general. It was executed with a light-hearted tonality to deviate from the usual heavy aura that life insurance category uses. We believe this will create a higher acceptance among the audience.”
Discussing the concept of the film, Director Shoojit Sircar said, “The script was interesting, yet simple and gave me ample room to work with music and infuse a comical tonality into picturisation. The idea was to succinctly bring out the insight that prompted Edelweiss Tokio Life Insurance to design a product like Zindagi Plus.”
“Both the scripts capture every day, relatable stories and we needed somebody to handle them with a fresh perspective. Shoojit Sircar has added his own uniqueness to these films and helped us tell our brand story,” Gupta added.
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Lego brings Messi, Ronaldo, Mbappé, Vinicius together
Campaign clocks 314 million views ahead of FIFA World Cup 2026 buzz.
MUMBAI: Four legends, one frame and not a single tackle in sight. Lego has pulled off a crossover few thought possible, uniting Lionel Messi, Cristiano Ronaldo, Kylian Mbappé and Vinícius Júnior in a single campaign ahead of the FIFA World Cup 2026 only this time, they’re building dreams brick by brick.
Titled “Everyone wants a piece”, the campaign features the quartet assembling a Lego version of the World Cup trophy, before placing miniature versions of themselves atop it, a playful nod to football’s ultimate prize. Shared widely across social media, the ad carries a pointed disclaimer: it is not AI-generated, a subtle but telling signal in an era where even reality is often questioned.
The numbers tell their own story. The campaign has already crossed 314 million views on Instagram across the players’ accounts, with fans hailing it as a rare, almost nostalgic moment particularly for the reunion of Messi and Ronaldo, whose last shared campaign ahead of the 2022 World Cup became one of the platform’s most-liked posts.
Beyond the film, Lego is extending the play with exclusive, player-themed sets tied to each of the four stars, part of a broader football-led programme designed to ride the global momentum building towards 2026. The idea, as echoed by the players themselves, leans into the parallels between football and play experimentation, creativity, failure, and triumph.
Messi described the sets as a way to bring on-pitch moments into an imaginative, hands-on world, while Ronaldo called the transformation into a Lego figure a rare honour, blending sport with storytelling. Vinícius, meanwhile, struck a more personal note, recalling childhood moments of building with Lego and framing creativity as a universal language that transcends borders.
The timing is no accident. With the 2026 World Cup set to run from June 11 to July 19 across the United States, Canada and Mexico, and featuring an expanded 48-team format, global anticipation is already building. Argentina, led by Messi, will enter as defending champions, adding another layer of intrigue.
For Lego, the campaign does more than celebrate football, it taps into its mythology. Because when icons become figurines and rivalries turn into play, the beautiful game finds a new kind of pitch. one built, quite literally, by hand.
