Pramerica Life Insurance's new campaign celebrates purpose and resilience at every life stage

Pramerica Life Insurance has announced the launch of its brand campaign, "This is My Climb."

The campaign, featuring two short films, aims to celebrate the diverse stories of purpose, aspirations, and resilience that define our individual journeys.

The campaign while going beyond the traditional marketing approach, delves into the emotional core of human experience, resonating with individuals at every life stage.

Pankaj Gupta, MD and CEO, Pramerica Life Insurance, said, "Just as every climb presents unique challenges and requires unwavering determination, so does the journey of life. Through 'This is My Climb' campaign, we celebrate the different facets of purpose, commitment, and responsibility that each individual embodies. We want to be a rock-solid partner in our customers’ lives, the bedrock that they can rely on. Every climb, big or small, deserves a sturdy companion and we are committed to being that for all our stakeholders."

The campaign unfolds through two compelling short films. The first film paints a relatable picture of a father’s journey and aspirations. We see his commitment, how he sets aside his own dreams and desires to nurture his child's ambitions. Every hurdle, big or small, becomes a step towards his child’s future, a climb he ascends with determination and silent sacrifice. He embodies the spirit of every parent who chooses their child's dreams over their own, finding joy in their success and strength in their struggles.

The second film takes viewers on a poignant journey through the eyes of a defence personnel's family, showcasing their unwavering support and pride as he scales the heights of commitment and dedication. This film resonates deeply with Pramerica Life Insurance, the market leader in serving the defence community, its flagship business channel. The campaign is more than just messaging; it’s a heartfelt tribute to the heroes who stand guard and a promise to be with them and their loved ones through various facets of life. The subtle brand integration at the end of each film reinforces Pramerica Life Insurance's commitment to being a partner in every individual's climb.

The campaign has been launched on brand’s social media handles – Facebook, Instagram, YouTube, LinkedIn and will be amplified across vari ous media platforms for a period of 6-8 weeks. The company plans to engage with its key stakeholders – customers, partners, and employees – through interactive initiatives and social media conversations, building a vibrant community around the campaign’s message of purpose and resilience.

Karthik Chakrapani, Chief Business Officer, Pramerica Life Insurance, said, “The beauty of 'This is My Climb' lies in its breadth of perspectives. From the ethos of a defence personnel and his family for the nation’s sovereignty to the determination of a father for his child’s future, each story resonates in its own unique way. We invite viewers to engage with these inspiring journeys, find common threads in their own climbs, and join us in celebrating the human spirit".

This campaign has been creatively developed by Publicis Worldwide India, under the leadership of Paritosh Srivastava - Chief Executive Officer, Oindrila Roy - Managing Director, Srijan Shukla and Pratheeb Ravi, Heads of Creative known for crafting compelling narratives.