MUMBAI: This festive season, Exide Life Insurance took the unconventional route to reign in a Happy Diwali with its Zero Cost Term Insurance.

Through its latest video led campaign using digital and social media, Exide Life Insurance urged people to make it a time to contemplate and dispel darkness of ignorance by securing your loved ones. By adding adequate term insurance in your Diwali checklist so that your family remains protected. 

The film tugs at the heartstrings, highlighting the idea of an unconventional inclusion in the Diwali Checklist - by securing financial protection for the family. The film shows a woman sitting and making a checklist for Diwali. She feels like her Diwali checklist is incomplete and asks her husband to take a look. The husband spots the missing link and adds term insurance to the checklist. The wife is sceptical of the purchase due to increase in the expenses and is surprised when the husband calls it as a Zero Cost plan. The husband goes on to explain how the plan can help secure their future during the policy term and on completion of the policy term, all premiums paid are returned. Hence, making the total cost Zero.

The first of its kind communication exercise using the concept of ‘Zero Cost Term Insurance’ was kick-started by Exide Life Insurance where its brand ambassador Mahendra Singh Dhoni was seen playing out the role of a new age insurance buyer who invests in a One Crore Term Insurance policy.

Taking a leaf from its predecessor, this new Diwali campaign is expected to garner viewership and interest from its audience.