Ad Campaigns
ASMR magic: Plum’s videos turns insurance jargon into calming experience
Mumbai: Plum an insurtech platform offering group health insurance and business insurance solutions to over 3500 plus corporations is changing the way insurance is looked at and making insurance terms and jargon fun through its ASMR marketing campaign which was launched on 5 February 2024. ASMR has proven to enhance mood, and can greatly improve sleep quality by fostering a positive and less anxious mental state, commonly linked with healthy sleep. A study revealed that 80 per cent of individuals who used ASMR experienced an enhanced mood.
The series of videos produced by Plum is not just about entertaining content; it’s a creative solution to address healthcare problems. Recognising the importance of sleep quality in overall health and well-being, Plum actively contributes to stress reduction through its ASMR campaign.
Plum marketing head Shreyas Achar expressed, ‘’At Plum, we playfully embrace the stereotype that insurance is often perceived as so dull that it induces sleep. We’re dispelling this myth with our ASMR series, which turns insurance into an incredibly soothing experience. Plum’s ASMR video goes beyond simple relaxation; it cleverly explains insurance jargon, turning complex phrases into an enjoyable audiovisual experience that redefines the traditional notion of insurance lulling you to sleep. At Plum, we’re dedicated to finding unique and creative solutions to healthcare problems. ‘’
Plum has also partnered with Neend, a leading app in sleep wellness. Neend’s expertise in sleep wellness seamlessly aligns with Plum’s vision of advancing well-being through inventive solutions.
Neend founder & CEO Surbhi Jain said, “At Neend, we’ve spotted a rising trend in ASMR adoption among Indians. We are glad to join forces with Plum in this initiative and spread awareness about quality sleep by providing relaxing content. Moreover, beyond just insurance and sleep, this partnership is to address holistic well-being with our shared vision.”
Plum’s ASMR campaign challenges industry norms, embraces popular trends, and demonstrates how insurance can be both entertaining and beneficial for health. The videos can be found on Plum’s official channels, offering a new perspective on insurance that is unexpectedly calming and enjoyable.
In the past, Plum has adopted a pop-culture approach to its B2B marketing campaign, making insurance enjoyable. With such campaigns, Plum gives a quirky approach to brand marketing by infusing humour and creativity into their strategies. As part of its marketing campaign, Plum gave the iconic ‘Jingle Bells’ carol an insurance makeover. Additionally, the company launched ‘Cards Against Work’ (CAW), an innovative and interactive card game themed around workplace discussions, calling out universal and relatable toxic practices. These initiatives collectively showcase Plum’s unique and playful approach to brand promotion.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
