Campaign: Kam Insurance Lene Ki Bimaari
Brand: Aegon Religare
Agency: Contract Advertising
Why the campaign rocks:
Every once in a while, a campaign does more than market a product — it shakes up the way people think. One such memorable ad for me is “Kam Insurance Lene Ki Bimaari” by Aegon Religare, brought to life by the inimitable Irrfan Khan.
I first caught it on TV, and to be honest, I couldn’t help but watch it every time it aired. It wasn’t just an ad; it was a nudge, almost a diagnosis — highlighting how casually people treat insurance in India. With his trademark wit and matter-of-fact tone, Irrfan broke through the noise. He wasn’t selling; he was simply stating what no one says out loud.
What made this campaign click was how relatable and honest it was. It didn’t scare the viewer into buying more coverage. Instead, it presented a cultural insight we often ignore: our tendency to underinsure. In my work as a financial advisor, I’ve seen this mindset play out all too often — insurance taken as a formality, not as real protection.
This wasn’t just a campaign. It was a mirror. And sometimes, that’s exactly what people need — a familiar face telling them, with a smile, to think a little deeper about their financial choices.