From time immemorial, advertisements have been created to appeal to the basest of human emotions. Some ads make you laugh, some make you cry. But when you think about insurance ads, the only feeling that comes to mind is fear.
For some reason, insurance, more often than not, is looked at only through the lens of this one single emotion. And for years, that’s how the advertising for the sector has been too; riddled with fear and paranoia.
In this climate of fear mongering, it is imperative for someone to break the clutter and bring to the sector, a pleasant, refreshing change. And, that’s exactly what PNB MetLife has done to promote its flagship term insurance, PNB MetLife Mera Term Plan.
How did they do it? Enter Joy Da, the very-relatable Bengali bondhu next door. He is the quintessential happy-go-lucky, fish-market- going, luchi-eating, illish-maach- feasting, rossogolla-savouring, spectacle-wearing, siesta-loving Bengali. But he has just one little quirk. He, err... isn’t quite himself when he hears the number 100. In fact, the mere mention of 100 manages to get him really annoyed.
But Joy Da, lives in a country that’s obsessed with the number 100. There’s a synchronised cry of joy across India the moment a player hits a century in cricket. And let’s not forget our not-so-long-ago national obsession with Sachin Tendulkar's 100th century.
Then, more importantly, comes our favourite obsession with 100 – “Sau saal jiyo”, the good old Indian saying that we’ve all heard at least once in our lives; a blessing, wishing our loved ones a long and healthy life.
And the list of 100s goes on.
But contrary to the country’s fixation, Joy Da feels that 100 is little overrated. Why, because while we wish our loved ones with long lives, we don’t really do much to protect them for that lifetime. So, Joy Da wants people to stop obsessing over 100 and start thinking 99. Why? Because Joy Da has protected himself for life with PNB MetLife Mera Term Plan that gives him guaranteed coverage till 99# years.
But why is 100 overrated and what justifies this need for 99 years of coverage? According to a report by the United Nations in 2015, life expectancy in India has increased by more than 10 years over the past two decades. Indians are living longer, and therefore need to re-evaluate their life insurance options beyond the conventional 70-75 years. Just like Joy Da.
So, be like Joy Da, get yourself covered and #RahoKhushaalPoore99Saal.
A series of slice-of-life videos and Joy Da’s antics & mannerisms serve as a quirky backdrop to drive home the important message of staying protected for life, and the result is nothing short of rib tickling!
In the first video of the series, Joy Da goes to the palmist. But it turns out to be the palmist whose fortunes turn.
In the second video, Joy Da’s internet provider pays him a visit, and comes face to face with his ‘high-speed’ wrath.
And in the third video, Joy Da’s friend gets hit with a bouncer the moment he mentions 100.
Joy Da has even taken his quirky personality to social media: