Spread across print, outdoor, social
media and digital platforms,
the campaign celebrates resilience and selflessness while highlighting the brand’s purpose.
Gurugram, 11 February 2025 : Pramerica Life Insurance, one of India’s
fastest-growing life insurance companies has announced the launch of its
flagship campaign, #ThisIsMyClimb.
First introduced in India last year, the campaign - rooted in Prudential
Financial, Inc.’s global initiative - aims to foster a deeper emotional
connection with audiences by celebrating the resilience and selflessness of
everyday individuals.
Staying true to
India’s unique socio-economic and cultural landscape, the campaign aligns with
Pramerica Life’s core commitment: supporting customers in their journey to
securing a stable future for their loved ones.
A Platform for Aspirations and Conversations
Speaking on the
launch, Pankaj Gupta, Managing Director & CEO, Pramerica Life
Insurance, said, “India
is a nation of dreamers and achievers, where every individual strives for a
better future. At Pramerica Life, we recognize this relentless spirit and are
committed to supporting every step of the journey. #ThisIsMyClimb is more than just a campaign - it’s
a platform to celebrate aspirations and engage in meaningful conversations with
the people we serve. Backed by the 190-year combined legacy of our
shareholders, Prudential Financial, Inc. and Piramal Capital Housing Finance
Limited, we stand as a trusted partner in helping individuals secure their
future with confidence".
A
Multi-Channel Media Approach
Pramerica Life
has designed a strategic multi-platform campaign to ensure maximum reach and engagement.
The campaign debuted through print media across 35 key markets, covering 22
states in 9 languages. This was quickly followed by film-based promotions
across social and digital platforms, as well as an outdoor campaign. While
social and digital media engage affinity groups at a more personal level, the
outdoor strategy focuses on high-traffic locations in Delhi NCR and Mumbai - a
strategic move to enhance visibility and reinforce Pramerica Life’s growing
institutional business.
Amaresh Jena, Chief Marketing Officer, Pramerica
Life Insurance, shared his thoughts on the campaign’s unique approach, “We are,
first and foremost, a people’s brand. In a short span, #ThisIsMyClimb has become our language and a means to understand
how far we go to support or even fulfill the dreams of our loved ones. Our
media strategy is simple, we aim to initiate real conversations that are
relevant to our consumers’ life stages and financial journeys. Print helps us
spark meaningful household discussions, while digital and social platforms
bring these conversations closer to individuals, offering not just life
insurance awareness but a deeper brand connection. Outdoor media plays a
strategic role in supporting our partners and institutional business.”
Stories That Resonate
The
campaign also unveils two exclusive short films that capture the essence of
perseverance and self-sacrifice:
· The
first film
follows a father who works extra hours and makes personal sacrifices to save
for his son’s cricket kit - symbolizing the quiet struggles behind a child’s
dream.
· The
second film
portrays a defence personnel who, while serving the nation, misses out on his
daughter’s milestones - highlighting the bittersweet reality of duty and
familial love.
Both
narratives underscore the selflessness and resilience of individuals who put
their loved ones first, embodying the campaign’s core message ‘Jo Apno Ke Sapne Poore Karte Hain, Hum
Unke Saath Dattey Rehte Hain.’
With
#ThisIsMyClimb,
Pramerica Life Insurance continues its mission to celebrate the everyday
heroism of its customers while reinforcing its role as a trusted partner in
their financial journey.
About Pramerica Life Insurance Limited
Pramerica Life
Insurance Limited is a joint venture between DIL, a wholly owned subsidiary of
Piramal Capital and Housing Finance Limited, (PCHFL) and Prudential
International Insurance Holdings, Ltd. (PIIH), a fully owned subsidiary of
Prudential Financial, Inc. (PFI). It represents the coming together of two
renowned financial services organizations with a legacy of business excellence
spread over decades. Pramerica Life Insurance Limited, started operations in
India on September 01, 2008 and has a pan India presence through multiple
distribution channels which have been customized to address the specific
insurance needs of diverse customer segments. The Company is committed to
providing protection and quality financial advice to its customers. Pramerica
is the brand name used in India and select countries by PFI. For more details,
please visit www.pramericalife.in
About Piramal Capital & Housing Finance
Limited
Piramal Capital
& Housing Finance Limited (referred as Piramal Finance), a wholly owned
subsidiary of Piramal Enterprises Limited (flagship company of the Piramal
Group), is a housing finance company engaged in retail and wholesale lending.
In retail lending, Piramal Finance is one of the leading players that addresses
the diverse financing needs of the under-served and unserved people of ‘Bharat’
market. It has over 1 million customers and a network of branches across 318
cities/towns in 27 states. It offers multiple products, including home loans,
loan against property, used car loans, small business loans to Indian budget
conscious customers at the periphery of metros and in Tier I, II and III
cities. In wholesale lending, it caters to both real estate as well as non-real
estate sector and offers multiple products including construction finance,
structured debt and senior secured debt. For more information visit: piramalfinance.com
About Prudential Financial, Inc.
Prudential Financial, Inc. (NYSE: PRU), a global
financial services leader and premier active global investment manager with
approximately $1.4 trillion in assets under management as of December 31, 2022,
has operations in the United States, Asia, Europe, and Latin America.
Prudential’s diverse and talented employees help make lives better by creating
financial opportunity for more people by expanding access to investing,
insurance, and retirement security. Prudential's iconic Rock symbol has stood
for strength, stability, expertise, and innovation for nearly 150 years. For
more information, please visit news.prudential.com