MAM
Brands should focus on creating content that fits their space
MUMBAI: Every individual during the lockdown is trying to master one or the other skill. But they are not realising that it is okay to ignore the pressure of productivity. Apparently, productivity is not a synonym for safety, health or sanity. This point was raised by Oaktree founder Gaurav Kapur during a webinar discussing the business of content in a post-Covid world, hosted by The Advertising Club Bangalore.
Kapoor said: “I just want to tell people that it is not a productivity contest which people initially taught it is. It is the race for survival. During the first thirty days people though it is a party, but slowly people are realising that the situation is quite dire. And now there is a shift in the mood and behaviour of people. I have a team of 25 people at Oaktree. It is not just about generating revenue but also have some things that keep the team motivated; we are trying to keep busy by generating content”
The other panellists in the virtual discussion included Pocket Aces founder Ashwin Suresh, Duroflex VP marketing Smita Murarka, Nodwin Gaming MD Akshat Rathee, Wavemaker VP and Kishan Kumar MS. The panel was moderated by Wavemaker chief content officer Karthik Nagarajan.
Explaining the measures taken at Pocket Aces, Suresh added, “In the initial week of lockdown we realised the repercussions. So, accordingly we made the arrangements by moving the system to people’s houses. Post that, we started working on forward content; we were planning a lot of shoots that could be done during lockdown. We started researching about what is happening in the countries where lockdowns happened before India. Our HR team started preparing scenarios if it is going to be 20 day or 30 day but now it is almost 70 days. So we in a way had a capability to move into the productive mode.”
According to experts, it is time for motivating people as well as focusing ways on generating revenue systems.
There are two kinds of advertisers: those who spend a lot of money on advertising and those playing it safe. And others who are seeing this period as a great opportunity and are being more aggressive when it comes to content.
“Before Covid2019 we were educating clients about the importance of sleep but according to Indian mentality burning the midnight oil is great. For Duroflex as a brand the situation has come very positively and organically where we say that sleep builds immunity. We were able to take this conversation out in the world through digital and TV medium in a much stronger way than we could have done earlier,” says Smita Murarka.
According to Murarka, posting the right content that fits today's environment has helped them a lot. There was an increase in the traffic on the site by 4x times. She also highlights that it is important for other brands to see if the occasion relates to you and how much connection you can draw from it organically. It is not a performance contest or a competition. Brands should see if the content is in their space and strengthen that further to help people.
Gaming industry is one of the few sectors that has seen growth or is faring better than other industries.
Elaborating on the same, Nodwin Gaming MD Akshat Rathee said that working from home for a sector like gaming and e-sports is easy. “We already knew that PUBG mobile was doing well before it became popular. My servers are melting down because people are playing too much and watching too much. On the other side platforms like Netflix are very passive because when you watch too much it creates an urge of doing something live. E-sports comes at the top tier of gaming.”
This year was very challenging in terms of ad spends. Currently, live entertainment has come to a standstill. Major sports events like IPL and Olympics are not happening. Considering this scenario Nagarajan pointed a question towards Kishan Kumar on how it will impact a market like India.
“As agencies we are consultants. So, basically consultancy is based on past knowledge and here we don’t have any rule book on issues like this. As an industry we work on passion points, whether it is cricket or live game or entertainment. So, when you are in a situation where a large aspect of the industry is taken away is very difficult. As long as brands and advertisers stick on to a passion point to engage with consumers that passion point translates into different ways of expression. This pandemic has also taught us to go back and rediscover our fundamentals,” added Kishan Kumar.
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.
