Ad Campaigns
DHFL Pramerica Life Insurance launches second film of #KalSePehle digital campaign
MUMBAI: Life insurance Company, DHFL Pramerica has launched the second film of its three-film digital campaign – #KalSePehle, today to promote the importance of life insurance in an individual’s life. Through this campaign, DHFL Pramerica is taking on the behaviour of postponement around Life Insurance. #KalSePehle is a campaign for the typical procrastinator in every Indian and therefore aptly personified as Mr. Kal Se, because he postpones everything to tomorrow.
The second film revolves around how Mr. Kal Se is lazing on a weekend. In this film, Mr. Kal Se is seen reading his newspaper and his son passes a football to him so that he could play with his son. However, Mr. Kal Se ignores his son’s request and asks him to postpone the game to the next day. The film then rewinds to the point where his son again passes the football to him and he promptly does a header to show the change in his attitude. This film highlights the fact that whether it is about securing your family’s future financially, or spending quality time with them, it’s best to act #KalSePehle, i.e. before tomorrow. Despite the clear advantages of purchasing life insurance, many people often procrastinate when it comes to actually purchasing a life insurance plan. 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.
#KalSePehle is a three-part film digital campaign that addresses three different types of procrastination behavior. From procrastinating exercise to prioritise another hour’s sleep to postponing an outdoor game with children on a weekend or delaying healthy eating over to enjoy a sumptuous meal, this digital campaign targets it all. The series is part of a larger campaign with creative collaterals across online & offline media.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
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Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
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Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
