Seen+Noted: Lifeline

JWT Mumbai brought alive the brand promise of protection in a stark and simple manner that finds immediate relevance in a category like life insurance. The creative challenge was to change the way people perceive insurance advertising and juxtapose the message within the everyday environs of the target audience.

The setting was aptly the suburban railway system of Mumbai which doubles up as the city’s lifeline and transports about 2.7 million commuters everyday. The idea was in establishing life and insurance as the thin cautionary platform line that keeps the commuters a safe distance away from the tracks. With the frequency of the rail-related accidents going up every year, the commuters are adequately sensitized about the vagaries of being too close to the tracks.

The creative team at JWT is Shounak Guhathakurta and Samrat Rane.