After Sulekha, Exide Life Insurance shows us why jugaad is not for keeps

By afaqs! news bureau , afaqs!, New Delhi | In Digital | January 19, 2016
The life insurance company has launched the #NoMoreShortCuts campaign across social media.

It is easy to take shortcuts and we are perhaps often tempted to take a few whether it is to beat the traffic, solve a problem or to simply get things done faster. Taking a cue from this behavioural insight, Exide Life Insurance has launched a new campaign whose theme centres upon 'jugaad', which when best explained is a Hindi colloquial term for shortcut. The objective of the campaign is to educate consumers that not every problem in life can be solved through 'jugaad' and advocates the need for better financial planning.

Titled #NoMoreShortCuts, the video campaign features a male protagonist called Jugaadulal who uses numerous tricks and shortcuts to solve problems in his day-to-day life. The tale, which is quite humorous, takes the audience through Jugaadulal's experience of using shortcuts, the failures he encounters as a result of it and his final realisation that shortcuts aren't the best solution and cannot win over long-term planning.

Exide plans to generate engagements and conversations with its customers over a 30-day period through the campaign, which has been executed by Autumn Worldwide.

Speaking about the campaign, Mohit Goel, director, marketing, Exide Life Insurance, says, "Through this execution, we want our customers to know that while shortcuts work sometimes, they aren't always the best solution. And, for a long and happy life, you need to have the foresight for long-term planning. This is truly specific for financial planning because there are no shortcuts to making money."

Interestingly, this campaign follows another one recently executed by Ogilvy and Mather for Sulekha app and has the same theme of 'Jugaad', urging consumers to go #AntiJugaad.

Both campaigns not just have similar themes, but also feature two similar sequences -- cooling two rooms simultaneously using a trouser, and putting an additional seat on a scooter to accommodate more people.

Head-quartered in Bengaluru, Exide Life Insurance commenced operations in 2001. The company claims to serve over 10 lakh customers across India. It distributes its products through multi-channels such as agency, banc assurance, alliances and direct channels.

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