MAM
8 years on, Eggfirst hatches expansion plan
MUMBAI: For Ravinder Banka, it has been a momentous eight-year journey since he started Eggfirst from a garage in Kalina, a western suburb in Mumbai, in October 2004.
The creative, media planning and design agency has created campaigns for clients such as Tata Tea, Oberoi Mall, Blaupunkt and Vim in these eight years. And it has two offices in Mumbai from where it churns out its creative work to service an expanding list of clients.
Armed with an engineering degree from VJTI and an MBA degree from Bajaj Institute, Banka started his professional career as a marketing analyst at Fergusson before it was taken over by Deloitte. This is where he was exposed to marketing insights in the Indian business space.
During his stint at Fergusson, Banka nurtured skills that gave him the confidence to hatch Eggfirst. He worked on three concepts – strategy, creative independence and commitment.
“As a marketing consultant, I knew the importance of research and insight. For me, advertising was the next thing I could offer the clients. You see, providing insights is just the beginning. To break it down and then act on those insights is what the client needs and that is advertising to me,” says Banka.
Eggfirst firmly believes that the starting point of anything is strategy or a message that needs to be told through communication campaigns. “In today‘s environment, the ‘what‘ of the message is as important, if not more, as the ‘how‘ of the message and that is the reason why we at Eggfirst give strategy great importance,” reveals Banka.
Creative independence is another driving force behind Eggfirst. The agency believes in leaving free the creative department and prefers not to interfere in its working most of the time.
Banka is of the belief that creative competency is the core strength of his agency – and that is one trait he would never want to compromise on! The team, head by Maanish Choudhari has a pretty free hand and creative independence has been woven into the fabric of the agency since inception.
The third part of Eggfirst‘s ideology is commitment. The agency believes in sticking to its promise at whatever cost. “At the end of the day, what matters is that the client should be satisfied. Our commitment is to our client‘s satisfaction. Even if things do go wrong, which they will from time to time, we make sure that in the end our clients get the value they came to us for,” explains Banka.
Eggfirst has handled varied assignments relating to the industry from packaging for HUL to creating television commercials for Hari Darshan incense sticks and rebranding drive for Oberoi Malls.
For Eggfirst, the main revenue come from retainer accounts. “Currently 60 per cent of our clients are on retainer basis. The balance 40 per cent are on project basis. We have done a lot of project-based work for Hindustan Unilever and feel happy about it,” says Banka.
Banka is planning for Eggfirst‘s growth. “We are looking at expanding to regional and national clients.” But Banka is quick to explain that he is in no hurry to expand beyond Mumbai or offload stage to an investor. “I feel that we need to keep building on our premium. We still need to explore many aspects of the work and build on our creativity. As of now, we are happy doing more and better work in this space and let our work speak for us,” he avers.
So what does Banka believe in? “Cut out the cliche,” he says. “If you can do that, you will grow.”
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.
