Mumbai, February 6, 2019: PNB MetLife has launched its new brand campaign, #ShedTheWait, in association with brand ambassador PV Sindhu, the Ace badminton player and Olympic medallist. The campaign urges its audience to stop letting the responsibilities of tomorrow become a burden today.
The film showcases a P V Sindhu requesting people to check their weight on the weighing scale. Appalled users find themselves with exaggerated weight - more than their actual weights. This is when Sindhu explains them the weight includes the burden of their responsibilities. The consumers thus need to get rid of their exaggerated weight and ‘Shed The Wait’. With a partner like PNB MetLife by their side to protect their family, they can live their life to the fullest today and have a secured future. This campaign reasserts PNB MetLife’s brand positioning ‘Milkar Life Aage Badhayein’ which aims at fulfilling customer needs at different stages of life be it Child Education, Wealth Creation, Savings or Protection.
The idea of ‘Milkar Life Aage Badhayein’ will also be inculcated across the Company’s Corporate Social Responsibility initiative - ‘Damini’. Here, Sindhu will support various initiatives under Damini, which empowers girls at every stage of their journey in becoming a woman. Besides this, Sindhu endorses PNB MetLife Junior Badminton Championship to nurture talent at grassroots level. The event focusses on children within the age group of 7 t0 17yrs by nurturing the right talent at an amateur level, she will lead the hunt for the next PV Sindhu.
Mr. Nipun Kaushal, Chief Marketing Officer, PNB MetLife, said , “We are happy to launch our new brand campaign - #ShedTheWait featuring P.V. Sindhu. Her commitment on and off the court is commendable. From bagging world titles and Olympic medals for the country to advocating positive change, P.V. Sindhu has made a difference to the community at large. She represents the spirit of perseverance, discipline and determination – the qualities which PNB MetLife believes in. Along with driving our commitment to serve the society at large, we felt that PV Sindhu is the perfect personality to bring out the essence of this campaign.”
You can watch the video here – https://www.youtube.com/watch?v=wxksBMv-KM4
The film is currently being promoted across PNB MetLife’s social media assets.
Agency: BBDO India
Production House: Hot Film
Director: Vijay Maurya
DOP: 27th Jan 2019
Producer: Payal Arora
About PNB MetLife India Insurance Company Limited
PNB MetLife India Insurance Company Limited (PNB MetLife) has as its shareholders MetLife International Holdings LLC. (MIHL), Punjab National Bank Limited (PNB), Jammu & Kashmir Bank Limited (JKB), M. Pallonji and Company Private Limited and other private investors, with MIHL and PNB being the majority shareholders.
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