Conceptualising and designing a character-driven campaign for India's leading life insurance policy company.

brand overview

Aditya Birla Sun Life Insurance Company Limited (“ABSLI”) is an international financial services organisation in Canada. ABSLI offers a range of products across the customer’s life cycle, including children’s future plans, wealth protection plans, retirement and pension solutions, health plans, traditional term plans and Unit Linked Insurance Plans (“ULIPs”).

the Challenges

  • Developing a bespoke brand mascot character strategically designed to resonate with and captivate a younger target demographic
  • Adapting creative assets to seamlessly align with the updated brand identity guidelines and visual language, ensuring a cohesive and consistent brand experience 
  • Conceptualising a vibrant, high-impact visual design approach that maximised brand messaging efficacy through minimal use of text

the approach

  • Developed a relatable, humorous comic storyline tailored to resonate with the younger demographic, striking a balance between entertainment and product education.
  • Designed a vibrant, quirky cast of characters to serve as engaging brand ambassadors and facilitate an emotional connection with the target audience.
  • Leveraged the mass appeal of the ‘superhero’ archetype, integrating this concept into the overarching character design and narrative.

the impact

  • What started out a small idea for an expo booth, gathered widespread positive feedback due to which we turned it into a full fledged campaign. The campaign undertook a multi channel approach to scale the brand and it’s identity. 
  • Designs were prominently featured on Cricbuzz and Google Ads, driving elevated brand awareness and engagement.
  • Further extended the campaign’s visibility in newspaper ads that solidified the company’s brand messaging across diverse audience segments.

We recently worked with 152co for a special report The team understood the brief perfectly, took our inputs and gave us a fantastic report which was loved by all – internal teams & clients The team works hard & sometimes we gave them really short deadlines to meet, which they did. Loved working with them & hope to work again in the future too.

Jermina Menon

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