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.