In a country where the weight of responsibilities often goes unspoken, The Womb has crafted the first brand campaign for IndiaFirst Life Insurance that turns that quiet burden into instant emotional relief. The campaign, titled *“Halka Lagega”* (It’ll feel lighter), is built on insights gathered from voices across India, revealing a common truth: people don’t need reminders of duty, they need assurance.
Listening Across the Country
The creative agency conducted a nation‑wide listening tour, engaging thousands of consumers in tier‑1, tier‑2 and rural markets. “We heard the same refrain—people carry responsibilities alone, and the pressure feels relentless,” said Arjun Mehta, Chief Strategy Officer at The Womb. “What they seek is not a product pitch, but a promise that someone will shoulder the load with them.”
The Promise of Lightening the Load
“Halka Lagega” translates that insight into a brand promise: the moment a policy is signed, the customer experiences an immediate sense of emotional relief. The campaign frames insurance not as a financial product but as a compassionate partner that eases anxiety.
“It’s a reminder that you’re not alone in this,” says Rita Sharma, National Creative Director, The Womb. “The moment you say yes, the heaviness lifts—just a little, but enough to feel it.”
Multi‑Channel Rollout
-TV & Digital Spots: A 30‑second film follows a day in the life of a middle‑class family, ending with the line _“Ab jab policy hui, bojh halka lagega.”
– Social Amplification: Short‑form videos featuring micro‑influencers sharing personal stories of relief will trend under #HalkaLagega.
– Outdoor & Print: Billboards in high‑traffic zones showcase a simple image—a weighted backpack being lifted—paired with the tagline.
Impact on the Market
IndiaFirst Life Insurance, which has seen a 12 % rise in policy issuance year‑over‑year, hopes the campaign will differentiate it in a crowded sector. Early digital engagement metrics show a 27 % lift in ad recall and a 19 % increase in click‑through rates on the campaign microsite.
The Womb plans to extend the narrative with a series of community initiatives—financial literacy workshops, “burden‑sharing” meet‑ups, and a chatbot that offers instant policy quotes and emotional reassurance. “Our goal is simple,” Mehta adds. “Make insurance feel like a friend who’s always there, instantly lightening the load.”
