Happy to share some of the memorable projects handled by me at Exide Life Insurance, ranging between handling brand, campaign management, activation and event management

1. My PortfolioS.PRABHAKAR
Exide Life Insurance Company Limited
V2 Jan’19

2. Lamba saath, bharose ki baat
Life’s most important relationships are built and nurtured over time. We invest our time to sustain
and keep these relationships healthy because we know they will come in handy when we need them
the most.
This brand positioning was a great opportunity to add more value to the brand.
To build a strong Exide Life Insurance brand speak and to give the new positioning a shot in the arm
we needed to partner with someone who embodies Exide Life Values.
The brand needed not just another celebrity, we needed someone with high impact, national
presence, and epitomizes Long Term as a value. After conduction thorough research we identified
Mahendra Singh Dhoni.

3. DhoniKaSaath (2016)
Behind the Scenes
• Exide Life Insurance was just a 2 year brand when it migrated
from ING Vysya Life Insurance to Exide Life Insurance in 2014
• Increasing Brand Relevance and Consideration Among
customers was the biggest challenge the brand faced
• MS Dhoni as the Brand Ambassador was the edge which our
brand needed
In our everyday life, it’s our long term relations that we can rely
on, whether it is our neighbour, friends, relatives or family doctor.
Similarly in Life Insurance you also need to stay invested for a
long run with a Life Insurer you trust to reap the benefits. The film
showcases Dhoni reflecting on how his long term relationships
with his neighbour, family doctor and insurance advisor truly
benefit him as each one knows in depth about him and is family.
https://youtu.be/hRfp5uu7SqU
Launched worldwide on Digital on 21st Jun 2016 and
TV on 27th Jun 2016
Released in Hindi, Bengali, Oriya, Tamil, Telugu & Kannada

4. Dad-The Ultimate Title (2017)
https://youtu.be/f61zC2Bqdy0
Exclusive Digital Campaign launched on 16th Jun 2017
Released in Hindi, Bengali, Oriya, Tamil, Telugu,
Kannada, Malayalam and Marathi
Behind the Scenes
• Now Exide Life Insurance had started taking it’s baby
steps and was a 3 year old brand
• The parent brand EXIDE is a well known name in
India, however the brand recall was such that
EXIDE=BATTERY. Hence EXIDE’s association in Life
Insurance Business was relatively new
To take forward our brand message of
‘Lamba saath, bharose ki baat’ we took the route of an
intimate and personal way.
Relationships of flesh and blood are usually life long, we
decided to dial up this relationships which form
partnerships.
Thereby establishing Exide Life Insurance as a company
that steps in for every long term trusted partnership for
life.

5. Breakfast & PlayTime with Dad (2017)
Behind the Scenes
We decided to tap into the story of our Brand Ambassador, who had become a father in 2015 and experienced
emotions over birth of his child. Through this campaign we tried re-capturing those beautiful moments between
Dhoni and his 2 year old daughter, which also bring back his life thoughts about his daughter which occupy his
mind.
Breakfast and Playtime with Dad was initially planned as exclusive Digital Only campaigns however as it panned out
all the 3 films became part of the digital campaign with each releasing in planned intervals taking the internet by
storm.
https://youtu.be/M-CNtUb7t5E
Released in Hindi, Bengali, Oriya, Tamil, Telugu,
Kannada, Malayalam and Marathi
https://youtu.be/yj6WniS3PVw
Released in Hindi, Bengali, Oriya, Tamil, Telugu,
Kannada, Malayalam and Marathi

6. ₹ 1Crore Challenge (2017)
https://youtu.be/2znRyzcrEn0
Released in 11 languages Hindi, Bengali, Oriya, Gujarati,
Punjabi, Assamese, Marathi, Tamil, Telugu, Kannada and
Malayalam
Behind the Scenes
Exide Life Insurance had re-entered online Term Plan after a gap of 4
years with the launch of Exide Life Elite Term Insurance Plan.
The entire online term market was very competitive and there was a
need for the company to differentiate in it’s approach. However all
the life insurance companies offer the same term plans albeit pricing
differs.
During the launch phase of the term plan, we needed an out of box
idea which would disrupt the market. Initially called internally as Out
of Reach, slowly after much discussion and deliberation we realised
the power of money and hence for illustrative purposes used the
moniker The ₹ 1 Crore Challenge in bold.
The concept was born out of our discussion on how people panic
when someone close to their heart goes missing or unreachable
given the advent of mobile technology these days. Based on this idea,
Autumn Worldwide our digital agency rejigged the idea in the current
format. This is our most successful campaigns, though with run time
of 6.30 secs this happened to clock 1Mn views within 3 days of the
campaign launch.

7. Zero Cost (2018)
https://youtu.be/rM-O_nlj68Y
Released in 11 languages Hindi, Bengali, Oriya, Gujarati,
Marathi, Punjabi, Assamese, Tamil, Telugu, Kannada and
Malayalam
Released on 7th Jul 2018 on the occasion of Dhoni‘s B‘day
Behind the Scenes
At the beginning of 2018, we had rolled out brief to our internal
marketing employees, mainline and digital agencies to bring out TVC
ideas which we can use to shoot Dhoni during the year. Total of 6
scripts were shortlisted out of which 4 were Brand Promotion and 2
were Product led. We received total of 9 entries from internal
employees, however all the 6 scripts which was finally chosen had
come from our mainline and digital agencies.
Exide Life Smart Term Plan, which was our first foray into Term
Insurance Plan with Return of Premium sector (TROP as they are
popularly known).
For the first time, we used Dhoni to promote a protection plan other
than Health Insurance Plan of ours Exide Life Sanjeevani. Hence we
needed a disruptive campaign which will shake up the entire industry.
Zero Cost Term Insurance Plan did just that. The concept was very
simple, we picked up the Classic variant of Exide Life Smart Term Plan
which was the least complicated version of the plan offering return of
base premium at the end of survival period. There by the premiums
paid are returned back hence there is ZERO Cost.

8. Zero Cost
Poster Lead Generation
Activation Form- Front
Lead Generation
Activation Form- Back
The Zero Cost campaign became an instant hit among sales. To retain this momentum we
launched low cost activation program to generate leads under ₹10. Posters and Standees were
given away to all the branches for maximum eyeballs.

9. Tension Nahi (2018)
https://youtu.be/17U_7hYOsok
Released in 11 languages Hindi, Bengali, Oriya, Gujarati,
Marathi, Punjabi, Assamese, Tamil, Telugu, Kannada and
Malayalam
Behind the Scenes
Exide Life Smart Term Plan, which was our first foray into Term
Insurance Plan with Return of Premium sector (TROP as they are
popularly known)
Tension Nahi was initially a concept idea given by our agency
between 2 brothers. Later on further deliberation internally, since
we were going to shoot with Dhoni the story was tweaked with
Dhoni advising his friend.
Both Zero Cost and Tension Nahi were conceptualised to
popularise TROP category on the whole and did not focus on the
product.

10. Good Father (2018)
https://youtu.be/gL87utZC9UY
Released in 11 languages Hindi, Bengali, Oriya, Gujarati,
Marathi, Punjabi, Assamese, Tamil, Telugu, Kannada and
Malayalam
Behind the Scenes
Good Father was a brand promotion TVC aimed at creating awareness
on the importance of Life Insurance.
Dhoni who was seen as a responsible father, caring husband in our
previous ads was seen as someone who shares some very valuable
advise to a young couple who come for shopping.

11. Dhoni Gets Notes(2018)
https://youtu.be/rowZR1gFBjo
Released in 11 languages Hindi, Bengali, Oriya, Gujarati,
Marathi, Punjabi, Assamese, Tamil, Telugu, Kannada and
Malayalam
Behind the Scenes
Little things which his wife does for him to show she cares go a long
way. Dhoni also feels it’s important for him to secure her future. This
ad was very close to Dhoni as he felt it reflected his own personal
relationship with his wife Sakshi.

12. Weather (2018)
https://youtu.be/rowZR1gFBjo
Released in 11 languages Hindi, Bengali, Oriya, Gujarati,
Marathi, Punjabi, Assamese, Tamil, Telugu, Kannada and
Malayalam
Behind the Scenes
Circumstances in life can change at any given time and
responsibilities can come when you are least prepared for it, this
video gained lot of traction when released on Social Media. It was
the time when Kerala was experiencing devastating floods, there was
lot of talk on Social Media on how being un-prepared can make us
vulnerable to risks in life.

13. Crossword (2018)
https://youtu.be/oUtAYs_8lh4
Released in 11 languages Hindi, Bengali, Oriya, Gujarati,
Marathi, Punjabi, Assamese, Tamil, Telugu, Kannada and
Malayalam
Behind the Scenes
Taking cue from Dhoni’s personal life TVC shows Dhoni’s wife stuck
with a crossword clue and turns to Dhoni for suggestions. The clue is
what the future beholds, Dhoni known for his quick reflexes on field
responds in a jiffy that their future is secure because he has planned
well with Exide Life Insurance.

14. • April and May months are usually seen as lull period in Insurance Sales. In order to energise the sales and to start the
year on a bang, we launched The AMazing Race with a mega celebration with the greatest finisher and our Brand
Ambassador MS Dhoni for the first time
• Over 1200 qualifiers from 200+ locations took part in the mega celebration at KTPO, Bangalore on 3rd Aug, 2017
• In run up to the event, launched an exclusive employee engagement mobile app- Ace the Race with over 5800 users
interacting on a daily basis
• The Amazing Cup activity, the Region based Group Selfie activity were the most popular engagement with the sales force
while regular Videos, Posts, Contests, Quiz kept the momentum running on a day to day basis in run-up to the event
• SMS blast during the run up of the event and on 1st Aug, 2017 we pushed pre-recording Dhoni’s message to all qualifiers
for the first time.
Dhoni’s Call Recording to All Qualifiers

15. The AMazing Race

16. Think Green- Seed Pencils
Behind the Scenes
A completely new activity which was created from scratch after
conducting market research on low cost environment led activation
as a replacement to earlier Seed Pen Activity.
Launched in 2018, this was one of the most successful activities with
the sales force. Helping them engage with over 4 lakh prospective
customers with cost per lead of ₹8.

17. Ganesh Chathurthi
Behind the Scenes
Every year Ganesh Chathurthi is celebrated with great fervour across
India. However it is the visarjan which causes tremendous
environmental impact to the water bodies and living organisms in
water.
This year (2019) we decided to celebrate with our customers and
prospective clients, differently by helping them contribute to the
environment through ‘Seed Paper Ganesha’
All the recipient had to do was to soak Lord Ganesha in water for 24
hours and bury it in soil. The seeds in the paper will germinate into
Tulsi plants
We managed to engage with 1.5 lakh customers and generate 8X
ROI through new business from this activity.

18. Health & Wellness
in association with
DOCSAP
P
Talk to Specialist Doctors 24x7
Behind the Scenes
In order to make our existing customer become our repeat buyers,
we came up with a Health led activation targeting our existing
customers. We partnered with India’s leading retail & health brands
to take the mission of Healthy India to the masses.
This activity helped our sales force to engage with customers, enable
them to cross sell & up-sell with them and generate referral leads.
In directly this activity also helped generate good will towards the
company, we managed to distribute close to 1.6 lakh voucher
booklets since 2018 and also generate 4X ROI through cross sell to
existing customers

19. Junior My Money Book
Behind the Scenes
We believe in building a solid foundation for a long and happy life,
for which you need to start planning early. We launched an exciting
new activation in October 2019 targeting kids helping them
understand the importance of financial savings through
“Junior My Money Book”
The activity also helped us to reach out to their parents and help
them understand the importance of planning for their child’s future.
Target Audience: 6th to 10th Standard kids