Exide Life Insurance catered to a diverse Indian market through a robust multi-channel network with Indian cricket superstar MS Dhoni as the face of the brand.
The brand’s approach was more reserved in line with its product offerings. It focused on a national audience and required relatability across collaterals – the local man had to see himself in every line.
My journey on the account began in a supporting capacity before I was fast-tracked to Lead Writer. In this role, I managed the day-to-day content strategy and guided junior copywriters in mastering the brand's unique voice.
The account demanded a high-pressure balancing act: honoring traditional family values while deploying agile, digital-first social media marketing. To capture the Indian masses, our team produced high-engagement digital film scripts, social assets, and moment-marketing campaigns across English and Hindi channels.
CSR + Festival Campaign: Head Waali Rakhi
Collaborating with a fellow writer, I developed a digital film script for Raksha Bandhan—a culturally significant Indian festival celebrating the protective bond between siblings.
We tapped into the deep emotional resonance of this occasion to champion the brand's Corporate Social Responsibility (CSR) initiative - "Helmet Saves" a road safety initiative.
We seamlessly integrated the festival’s 'vow of protection' theme into a cinematic, Bollywood-style, Hindi narrative designed for mass appeal. The campaign achieved exceptional audience reception, generating a 5,000+ surge in reshares and engagement metrics.
Social Media CSR Campaign: Helmet Saves Lives
Expanding on the brand's CSR 'Helmet Saves' initiative, we launched 'Helmetoons'—a series of educational, newspaper-style comic strips deployed across social media.
To maximize mass appeal, we bypassed rigid corporate language in favor of highly relatable, colloquial dialogue that resonated with both parents and children.
The storylines highlighted common helmet misconceptions and unsafe riding behaviors, playfully empowering children to 'school' adults on safety.
The strategy proved immensely successful, sparking a highly enthusiastic community response and driving a massive 10x spike in baseline engagement.
International Women's Day
In celebration of International Women’s Day, I collaborated with a graphic designer to launch a high-impact moment-marketing asset.
Anchored in the brand’s signature mass-market appeal, the creative drew inspiration from the Goddess Annapurna.
By weaving this powerful cultural archetype into modern imagery, we highlighted the multifaceted, invaluable roles women play in everyday society—delivering a poignant message on why they must be celebrated.
Corporate Communication: Spotlight on High Performers
Alongside the Copy team, I collaborated on the creative execution of a multi-channel video campaign designed to boost internal morale and drive talent recruitment. The project centered on emotional, slice-of-life narrative videos spotlighting "Grandslammers", the company's top-performing agents.
By conducting in-depth interviews and working closely with the agents on scripting and voiceovers, I captured authentic stories that showcased anyone, from homemakers to professionals, could transition into a flexible, successful insurance career.
To ensure hyper-local relevance, I collaborated with regional translators to adapt the content into multiple languages while carefully preserving its emotional tone and nuance. The resulting series anchored successful internal engagement drives and external social media campaigns across the company's platforms, and the company dedicated an annual recurring leg to these videos.