Ad Campaigns
DHFL Pramerica Life Insurance launches digital campaign #KalSePehle
MUMBAI: To promote the importance of life insurance in an individual’s life, DHFL Pramerica Life Insurance has launched a digital campaign today titled #KalSePehle. Through this campaign, DHFL Pramerica is taking on the behaviour of postponement around Life Insurance.
People do not realise the importance of life insurance till they actually need it. Till then, it just keeps on getting postponed to another day, another time; even at the risk of their own family’s financial future.
DHFL Pramerica Life Insurance CEO and MD Anoop Pabby says, “The campaign intends to inspire people to come out of the slumber and take timely decision on insurance because delaying it could make insurance expensive, difficult and in some cases impossible. In school everyone has learnt Sant Kabir’s doha (couplet), ‘Kaal Kare So Aaj Kar, Aaj Kare So Ab’, however it is not practised in our daily lives where a lazy option finds precedence over something as important as insurance.”
DHFL Pramerica Life Insurance chief marketing and digital officer Anshuman Verma adds, “This is a campaign for the typical procrastinator in every Indian, so we personified him as Mr. Kal Se, because he postpones everything to tomorrow. Secondly, we decided to target the cultural grammar of ‘Kal Karein’ or ‘Can we do this tomorrow’ and highlighted the relatable, everyday excuses which are used to rationalise procrastination.”
This thought-provoking idea is encapsulated through a three-part digital video series. The first film revolves around Mr. Kal Se’s morning routine. He wakes up feeling groggy and is unable to convince himself to start his morning workout and postpones it to the next day. However, Mr. Kal Se rethinks and makes the life decision #KalSePehle. This film highlights the fact that whether it’s about your fitness or your family’s financial fitness, it’s best to act before tomorrow.
The tendency to prioritise another hour’s sleep over-exercising or gorge on sumptuous meal over diet control or laze around on a weekend over actively playing with children is being targeted through the campaign.
The three-part film series is part of a larger campaign with creative collaterals across online and offline media.
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.
