Branding for Aditya Birla Capital Life Insurance centered around trust, financial security, and emotional storytelling — making insurance more relatable and aspirational for audiences. The campaign emphasized these USPs through a strong digital identity and influencer-driven storytelling, helping the brand connect deeply with families and young professionals seeking financial stability.
Context
In an era where consumers look for more than just policies, we collaborated with Aditya Birla Capital Life Insurance on a brand image campaign designed to humanize insurance. The goal was to highlight the importance of protection, security, and planning for the future while making the message engaging and shareable across digital platforms.
Details
Time Frame:
4 November 2024 – 5 September 2025
Role:
Digital Strategist, Campaign Creative Lead
Involvement:
Social Media Strategy, Influencer Collaboration,
Overview
The campaign aimed to reposition life insurance from being seen as a product purchase to being viewed as an essential life choice. Through digital-first storytelling, we created narratives that tied insurance to real-life milestones, from securing a child’s future to protecting family dreams.
Challenge
The challenge was to break through the perception that insurance is complicated, boring, or only relevant during emergencies. We needed to communicate security and trust in a way that felt aspirational, emotional, and culturally resonant.
Solution
We launched an influencer-driven campaign featuring over 60 finance creators, lifestyle influencers, and family-focused digital storytellers across Instagram, YouTube, and LinkedIn. Each creator shared authentic stories about the importance of financial security, blending personal anecdotes with the brand’s key offerings.
Interactive formats such as short reels, animated explainers, and family-oriented “what if” scenarios brought complex insurance concepts into simple, relatable digital content. Campaign hashtags like #SecureWithAdityaBirla and #FutureSafe encouraged user participation, with audiences sharing their own “future plans” stories.
Results
The campaign reached over 12 million+ users organically, with strong engagement across family and finance-driven communities. Conversations around life insurance shifted from technical jargon to emotional storytelling, increasing brand recall and affinity.
Aditya Birla Capital Life Insurance successfully strengthened its digital brand image, positioning itself as a trusted, modern, and relatable leader in the financial protection space.