How do you differentiate your pension plan from others in a parity market? Aegon Religare needed a strong relevant human insight to peg a clutter breaking campaign.
Drshti conducted a multi method qualitative study using Focus Groups and In depth interviews to arrive at key insights on the category.
The biggest insight that we came back with:
Pension Planning is a shot in the dark- a decision made based on pure conjecture and total lack of credible information
Aegon Religare created an entire campaign on this insight popularly known as “KILB” – kam insurance lene ki bimari
The campaign was a huge success and raised queries for the plan significantly