MetLife launches direct marketing campaign

Company Release, October 17

MUMBAI

Indian culture has adapted to the changing world in a remarkable manner. While our lives have changed dramatically with the advent of globalization and 24/7 work-culture, it is heartening to see that our traditions and culture has stayed alive.

The verve and zest with which our ancient festivals are celebrated remain undiminished; however more people are celebrating them for reasons that can only be called contemporary. These customs and celebrations have evolved and been molded to suit the requirements of modern times.

Karva Chauth is one such tradition, which is practiced in the northern regions of India. This custom celebrates the everlasting relationship that a man and woman forge through marriage. The modern derivative of this ritual offers couples the unique opportunity to show and reiterate their commitment towards each other.

On this occasion, MetLife has initiated a direct marketing campaign across its branches and banking partners to encourage men to secure their family’s financial freedom. Commenting on the logic of riding the wave that this custom evokes, Gaurav Suri, Director Marketing, MetLife, said “Over the past few decades our country has changed rapidly. Women have started working while; men have taken to domesticity with élan. Moreover, with the breakdown of the joint family system and advent of liberalization about a life style has changed to be truly global. Even the traditional social security systems such as the extended family or even the pension of a

Government job are not longer available to this generation of Indians.”

With changing social structures there has been a change in both societal and financial needs. Young Indians are celebrating old festivals with a modern twist. Adds Gaurav Suri, “Take Karva Chauth for instance - today several men keep fast for their wife’s well being. They also celebrate the day in a true spirit of togetherness. While we understand there will be a lot of traditional gifts like clothes, jewelry etc. we would like to emphasize on making it a meaningful moment, which transcends from just materialistic purchases to a significant demonstration of care.

What worries us about the future is generally linked to financial insecurity and our ability to fuel our family’s dreams and similar matters, which have a monetary aspect. At MetLife we believe in the goodness of life. Our corporate philosophy “Building financial freedom for all”™ translates into letting people live and enjoy their present moment by ensuring their worries are taken care of. The planned and unplanned moments are the ones that make life what it is. MetLife would like everyone to be prepared for this whether it is through their needs based sales approach or their activities aimed at social responsibility”.

MetLife as an organization has always strived to be socially responsive and has supported worthwhile causes while elucidating the need and advantages of proper financial planning. The vast array of products in their portfolio strives to provide financial freedom for all. Ranging from the non-participating plans to the unit-linked ones, MetLife has a solution for the completely risk averse customer to the one willing to take ample risk.

For more information on MetLife products

call Delhi on 011-23321443 / 448,

Gurgoan 0124-5061970 / 971 / 973 / 974

For further information, please contact:

Keyur Chotalia,

GCI – PR Division of Grey Worldwide,

Email: keyur_chotalia@greyindia.com

Tel – 022 - 56636274