PNB MetLife India Insurance, one of India’s leading life insurers, has launched a new campaign ‘Always Ready for Life’, starring its brand ambassador featuring Indian women’s cricket team vice-captain Smriti Mandhana.
The campaign, which includes international cricket sensation Smriti Mandhana, intends to spark conversations about the need of insurance and financial planning at all stages of life.
India has a 91% gap in life insurance coverage, with only ₹9 covering the financial needs of families. At the same time, the senior population (60 years and over) is expected to grow to about 230 million by 2036, accounting for almost 15% of the total population. ‘Always Ready for Life’ embodies PNB MetLife’s comprehensive approach to life and financial security, encouraging Indians to gain clarity and confidence in their financial futures. The program focuses on important life periods including retirement planning, child education, and long-term savings to achieve financial objectives.
Sourabh Lohtia, Chief Marketing & Communications Officer, PNB MetLife, said, “There is a unique sense of freedom that comes when careful financial preparation meets present-day opportunities. With this campaign, we want to show that being prepared helps people focus on what truly matters. Financial growth and security are achievable – and PNB MetLife wants to support Indians by helping to simplify financial planning, turning every future milestone into something to look forward to.”
PNB MetLife’s collaboration with Smriti Mandhana on this campaign serves to promote the word to millennials and younger age groups.
On the campaign, brand ambassador Smriti Mandhana said, “As a cricketer, we study the pitch, understand opposition, and assess the situation before every match. Life works similarly; staying prepared for every goal or situation is essential, and financial readiness plays a key role in that. Life insurance helps build that strong foundation at every life stage- whether we are achieving big dreams, starting a family, buying a home, or planning for a comfortable retirement.”
‘Always Ready for Life’ will air on television, YouTube, Meta platforms, OTT, Google Display, and in high-traffic outdoor areas.
