One of the barriers to life insurance penetration in India been the fact that the category benefits are not fully appreciated by potential consumers. The challenge put forth to the marketing team was to demystify life insurance and do it in a manner that makes the category appeal to a wider audience pool.

With this objective we have launched ‘The Missing Dulha’, a 10-part ad-series which brings to the forefront the nuances of various life insurance product categories in a manner that is interesting and easy-to-understand. We believe this unique approach coupled with the right dose of humour set in a typical Indian wedding scenario, makes the film relatable to a large section of Indian consumers.