IndiaFirst Life Insurance has launched a new campaign that reexamines how consumers view life insurance, presenting it not as a product tied to long-term obligations but as something that can offer immediate emotional reassurance. Developed by The Womb, the campaign positions insurance as a way to ease the weight of everyday responsibilities rather than reinforce them.

Subhankar Sengupta, chief marketing officer, IndiaFirst Life said: “As a brand, we wanted to move beyond functional narratives of protection and planning, our conversations with customers showed us that they already feel the weight of responsibilities. What they long for is relief. With this campaign, we shift the narrative from ‘reminding you to be responsible’ to ‘helping you feel unburdened’ – from ‘Do This’ to ‘Feel Thi

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