The Insurance Awareness Committee (IAC-Life) has rolled out another leg of its ‘Sabse Pehle Life Insurance’ (firstly life insurance) campaign and initiative that seeks to inspire action by urging individuals to place life insurance at the core of their financial planning.

The committee had rolled out the first leg in 2019.

Conceptualised by VML, the campaign's new leg will be rolled out in phases. Planned as a year-long, multi-platform initiative across television, digital, print, and outdoor.

Piyush Pandey was the committee's creative advisor and mentor for this campaign.

In its initial phase, the committee has rolled out three ad films.

The films address a widespread behaviour: prioritising wealth creation through savings and investments, while overlooking basic protection.

The first film, 'Child Plan', follows an expectant couple shopping at a kids’ store. While admiring a stroller, the wife hesitates, wondering if the shop is too expensive. The husband reassures her, saying he wants to spoil their child. In a playful moment, she places his hand on her belly and speaks as if the baby is concerned about future education costs. The father responds with confidence—he’s already planned. The film closes by highlighting the Child Plan life insurance offering.

The second film, 'Retirement Plan', features two friends chatting. One confesses he’s confused, then reveals he’s torn between buying a red sports car or going on a world tour after retirement. He explains how his retirement plan with life insurance and pension will make it all possible. His friend smiles and asks the real question: “Will I get a ride in that car?”

The third film, 'Term Plan', is set in a bike garage where two mechanics are at work. One teases the other for always being glued to his phone, only to find out he’s reminiscing about his beloved old bike, one he sold to support his family. The man then shares how he’s now planned for his children's future with a life insurance policy, so they won’t have to give up on their dreams like he did.

What we think about it: Uses relatable storytelling to reinforce life insurance as a financial essential. The films balance emotion and clarity, urging viewers to prioritise protection, but the familiar narratives leave room for more creative freshness. Interestingly, the General Insurance Council also launched a similar campaign just weeks ago, signalling a broader industry push towards protection-first thinking.

A member of the Insurance Awareness Committee (IAC-Life) said, “Sabse Pehle Life Insurance is not just a slogan - it’s a clarion call to rethink how we approach financial planning. We often treat protection as an afterthought in the endeavour to build wealth. This campaign aims to change that mindset. It is about putting protection first, about securing dreams before chasing them. Just as every structure needs a strong foundation, we should place every financial plan on the bedrock of life insurance. Our goal is to turn awareness into action, ensuring that no Indian family remains financially exposed.”