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Press Release

Edelweiss Tokio Life puts women advisors center stage in its new campaign

8/18/21 7:15 PM

Showcasing its new comprehensive protection product Total Protect Plus, Edelweiss Tokio Life Insurance puts women advisors center stage in its latest digital campaign #HumKarkeRahenge. The insurer has yet again joined hands with TV and film personality Mona Singh to demonstrate the features of this product.  

Commenting on the campaign, Abhishek GuptaChief Marketing OfficerEdelweiss Tokio Life Insurance said, “Protection has become among the chief priorities for households in recent years. It has only grown in consideration since the pandemic struck and customers have been looking for an all-inclusive solution that addresses varied goal-based needs. Through Total Protect Plus, we have attempted to create such a solution that can facilitate economic continuity during critical life stages.” 

The digital campaign rests on the back of 3 ad films which seek to bring to life, three optional offerings of the product– Live Long Benefit, Child’s Future Protect Benefit, and Limited Pay. All the three films show a woman advisor discussing how these optional offerings are linked to and born out of customer insights. 

“Women have a positive influence when it comes to financial planning and therefore play a critical role in advisory. While the number has been increasing, women advisors account for barely 30% of the total industry agency force. Aspirational advertising plays an important role in improving this number,” Gupta added.  

The films highlight life insurance advisory as a potential employment opportunity to women who are constrained by household responsibilities and want flexible working hours. The imagery in the ad films brings out this element by showing the protagonist engaged in day-to-day house chores while talking about her customer interactions. 

Links to films:

i.   Live Long Benefit option:

ii.  Child’s Future Protect Benefit option:

iii.  Limited Pay option:

Film Credits:

§  Creative Agency: Left of Centre Marketing

§  Production House: Chilli N' Oregano

§  Director of Photography: R. Dee

§  Director: Prakarsh Gunjal

For detailed information on the product, click here:


About Edelweiss Tokio Life Insurance

Edelweiss Tokio Life Insurance is a joint venture between India’s Edelweiss Financial Services Ltd and Japan’s Tokio Marine Holdings. The company established its pan-India operations in July 2011 with an immovable focus on protecting people’s dreams and aspirations. Guided by customer insights, the company has been offering need-based and innovative life insurance solutions to help customers live their #ZindagiUnlimited. With a customer-centric approach, the company endeavours to build a multi-channel distribution network to effectively serve over 5 lakhs customers across the country. As of March 2021, the life insurer has established 118 branches in 93 major cities. 


Edelweiss Tokio Life Insurance has been consistently recognized at several forums like SKOCH Awards 2019 and India Insurance Summit & Awards 2020 for Product Innovation, TISS LeapVault CLO Awards 2019 for its Sales Enablement efforts and Campaign PR Awards India 2020, E4M Indian Content Marketing Awards, & Tokio Marine’s Good Company Awards 2019 for its social initiative on organ donation. Its crowning achievement has been the GUINNESS WORLD RECORDS title for collecting highest number of pledges for organ donation in a single day and Great Place to Work – CertifiedTM.

To learn more about Edelweiss Tokio Life Insurance, please visit