By A Correspondent
Hot on the heels of the launch of its first digital campaign, #HappinessBuddy, PNB Metlife has unveiled a new film focusing on the importance of ‘health’ when considering insurance.
Traditionally, insurance in India has been sold using the fear route, tugging at the emotional chords of the viewers. PNB MetLife is looking to change that mindset with the recent light-hearted campaign associating insurance with happiness.
Through this campaign, the company seeks to engage with the entire family, including the children so that they are curious about insurance from a young age. The idea is to encourage people to not necessarily associate insurance with something morbid, but move towards a happier view on the subject.
The #HealthForHappiness film featuring Snoopy and a 9 year old boy is an extension of PNB MetLife’s strategy to focus on ‘Living Benefits’ and ‘Self-dependence’ rather than death. The film opens with a young boy with a fracture disappointedly asking Snoopy why the tooth fairy hasn’t left money under his pillow, like she did when he lost his tooth. Seeing the boy extremely sad, Snoopy immediately conjures up a solution, pulls out a 500-rupee note and places it in the boy’s book. His mood improves from sad to ecstatic on discovering the windfall. The film depicts how the support of a true friend is important in life and there is no need to compromise on simple joys due to an exigency.
PNB made its foray into the health insurance segment with the launch of MetLife Major Illness Premium Back Cover. This is the only product in the market which returns all the premiums paid at the end of the policy term in case of no claim and provides cover against 35 critical illnesses
