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Press Release

Edelweiss Tokio Life salutes the undaunting spirt of advisors in its new campaign #HumKarkeRahenge

2/12/21 2:30 PM

MumbaiFeb 12, 2021: Saluting the indomitable spirit of insurance advisors across India, Edelweiss Tokio Life Insurance has launched its latest TVC and digital campaign #HumKarkeRahenge. In a unique approach, the insurer has employed the social media influence of its own sales fraternity to unveil the campaign.

Abhishek Gupta, Chief Marketing Officer, Edelweiss Tokio Life Insurance said, “Through this campaign, we want to highlight the determination of advisors in providing financial protection to families despite the issues of procrastination and low awareness regarding insurance. More often than not, their persistent nature is not seen in a positive light by people. We hope to combat that perception and allow customers to see these advisors from a different standpoint.”

The 3 ad films, which are central to this campaign, use a family set up to bring out the themes of procrastination, underinsurance and excuses. Keeping with its focus on regional-based content, the ads will also be available in 4 other languages, barring Hindi – Tamil, Malayalam, Kannada and Telugu.

This campaign is also a departure from the industry-norm of focussing on product-led marketing during a business-critical quarter.

“While the Covid 19 pandemic has significantly changed the perception of insurance, insurers need to invest in pushing the needle further. With this view, we decided on creating a campaign that propagates about protection, instead of a specific product. In the medium term, I foresee the industry making significant investments in category building,” said Gupta.  

Links to films:

Campaign credits:

  1. Production House: Chili and Oregano
  2. Director: Prakarsh Gunjal
  3. Creative agency: Left of centre marketing


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 4 lakhs customers across the country. As of March 2020, the life insurer has established 121 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.

To learn more about Edelweiss Tokio Life Insurance, please visit