TWO LIVES

TitleTWO LIVES
BrandINDIA FIRST LIFE INSURANCE
Product / ServiceINSURANCE
CategoryB01. Publications & Brand Collateral
EntrantEDELMAN Mumbai, INDIA
Idea Creation EDELMAN Mumbai, INDIA
Media Placement EDELMAN Mumbai, INDIA

Credits

Name Company Position
Sachin Talwalkar Edelman India Executive Creative Director
Ashutosh Munshi Edelman India Director - Creative & Content
Shreyas Shevade Edelman India ACD
Nitish Parab Edelman India Senior designer
Pranay Christian Edelman India Senior Copywriter
Vedant Varma Edelman India Client services director
Jehan Madan Edelman India Senior Account Manager
Rohit Kapoor Edelman India Senior account executive
Clinton Dsouza Edelman India Account executive
Sony Varghese Edelman India Art Director

The Campaign

Our creative idea was based on a simple yet universal insight - life has a way of taking all of us by surprise. We decided to capture these moments of surprise that can lay waste to the best laid plans. However, instead of asking people to prepare for a tragedy, we decided to use dark humor in popculture and real-life instances, to tell the story. This is how the 2 Lives campaign was born, crafted around freak accidents and events, and the stories behind them. Presenting Two Lives – the intertwined stories of two completely disconnected entities, each with interesting individual storylines, and one common ending. The stories dissect two separate chain of events, that lead to eventual and ironic disaster.

Creative Execution

We chose design to tell stories of two coincidental lives and deaths. Using simple icons native to the art styles in India, we created a story showing incidents from 2 different lives leading up the unfavourable coincidental event. The full page ad consisted of artwork which used IndiaFirst Life's traditional logo colours.

Indication of how successful the outcome was in the market

The Afternoon is a daily mid-day newspaper circulated in Mumbai, India that targets millennials since the coverage mainly covers events in and around the city. The Afternoon has a circulation of 100,000 and a readership of 400,000 on any given day.

It takes many things to happen, for a person to be surprised by life. It’s Karma. It’s a journey to be in the wrong place at the wrong time. We decided to show the back-story to the tragedy, through comedy. We felt we would hit the right target audience with a full page ad in the Sunday edition of "The Afternoon" newspaper.