Edelweiss launches #MeriMarziKaPlan campaign featuring Mithali Raj

In the film, Mithali Raj plays a potential client who is uncertain about her finances in the medium to long term.

Edelweiss Tokio Life Insurance has announced a new campaign #MeriMarziKaPlan featuring the former Indian women’s cricket team captain, Mithali Raj.

This new program highlights the new Flexi Savings Plan and its groundbreaking optional program called Accrual of Survival Benefit. The initiative also attempts to highlight the company’s commitment to meeting customers’ diverse and evolving needs.

Abhishek Gupta, Chief Marketing Officer, Edelweiss Tokio Life Insurance, said, “Every customer has different needs, which change over a period of time as an individual progresses through life stages. This presents a challenge when designing a financial plan for the longer term. This customer insight guided our campaign thought – we want to call out the customer struggle and present Flexi Savings Plan as a pertinent solution to this struggle. Having Mithali Raj as the face of the campaign was a no-brainer. We believe this product to be a game changer, much like Mithali has been for her field.”

Flexi Savings Plan has three basic plan options: Flexi-Income, Flexi-Income Pro, and Large Sum, as well as an inventive additional program called Accrual of Survival Benefit, which allows customers to alter the timing of advantage payout as many as required to meet their specific needs.

In the ad film, Mithali Raj is at the centre of the #MeriMarziKaPlan initiative. In the film, she plays a potential client who is uncertain about her finances in the medium to long term.

In a nod to its advertisement #ProtectTohHumKarkeRahenge, the film takes a humourous concept to depict the typical relationship between a customer, who constantly looks for reasons to put off purchasing insurance, and an insurance advisor, who relentlessly finds answers to each question flung at them by the client.

The ad showcases women at the centre of the campaign which is a big shift from the male-dominated marketing typically seen in the business of financial services.

Commenting on this collaboration, Mithali Raj, said, “Edelweiss Tokio Life has a long record of supporting female athletes, which is why their brand values resonated with me deeply. The campaign had an interesting thought, wherein the brand is upholding the customers’ freedom of control and choice. That truly piqued my attention, and it was interesting bringing the vision behind this campaign to life.”

Abhishek Gupta, Chief Marketing Officer, Edelweiss Tokio Life Insurance said, “In today’s digital world, Personalization has become the next frontier in innovation. We are deep diving into the challenges faced by our customers at every step in the life cycle. With this insight-led approach, we will continue innovating our products & services to offer relevant solutions to our customers.”

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