Acting Before Tomorrow: How Pramerica Life Insurance Inspired India to Be Kal Se Pehle

Client

Pramerica Life Insurance provides a wide range of life insurance solutions for individuals and groups, helping families secure their future with confidence and foresight.

Challenge

Insurance is often a product people delay buying — until it’s too late. Pramerica wanted to tackle this procrastination head-on and inspire action by reframing life insurance as a decision of now, not someday.

Approach

We created #KalSePehle, a campaign rooted in Sant Kabir’s timeless wisdom: “Kal kare so aaj kar, aaj kare so ab.”

The idea positioned “now” as the moment of power — urging breadwinners to protect their family’s future before tomorrow.

• Conceptualized and produced a three-film series capturing everyday scenarios that reflected the cost of delay.
• Ran branding and performance campaigns across portals and social media.
• Used #KalSePehle videos, emailers, and creative assets to drive traffic to product landing pages.

Results

• 7.7M impressions and 6.6M reach
• 1M+ video views
• 12K+ qualified leads
• Campaign success led to a planned 360° rollout the following year

Key Takeaway

By turning a life lesson into a call to action, Pramerica Life Insurance transformed “protection” into a conversation about mindfulness and urgency — reminding India that the best time to secure tomorrow is always today.