Insurance marketing that brings peace, not panic.

Insurance marketing has a predictable formula:

• remind people of their mortality

• induce mild panic

• then offer salvation….for a premium.

After successfully establishing Plum in the corporate insurance space covering a 1M+ Indian lives, there was an opportunity to rewrite this narrative while entering the personal insurance market.

We had to knock out two birds with one shot -

• transform how personal insurance is perceived in a market where it's traditionally seen as complex and intimidating

• expand from B2B to B2B2C by introducing Plum Personal to our existing customers and position personal insurance as approachable and beneficial.

From Fear to Peace

Campaign strategy centered on 'delivering a moment of peace'—a deliberate shift from the industry's typical fear-based messaging. This wasn't just a tagline but a philosophical shift in how we approached insurance communications.

Developing the Core Narrative

The 'moment of peace' concept became our North Star. Where traditional insurance messaging highlights vulnerability, our approach emphasised confidence. Instead of dwelling on what might go wrong, we focused on the freedom that comes with knowing you're covered. This subtle shift transformed insurance from a necessary burden into an enabler of peace of mind. This became the foundation for all campaign assets.

Leveraging B2B as a springboard

Plum's B2B relationships provided the perfect launchpad—less 'starting from scratch' and more 'continuing the conversation'. It allowed us to:

• Tap into our existing customer base of 1M+ employees for initial awareness

• Build on Plum's established reputation for exceptional service

• Extend the trusted Plum experience from workplace to personal coverage

• Create a seamless transition for employees who wanted coverage beyond their workplace benefits

Adithi's work:

As Campaign Manager, here is how I drove a successful launch:

• Led cross-functional collaboration to align product, design, and marketing

• Built a multi-channel launch strategy encompassing web, email, app, and social media

• Personally wrote customer-facing content including email templates for cx, content tailored for different leadership profiles and audience segments

• Maintained consistent messaging across all touch points even after the launch

• Implemented real-time optimisations during launch week like enhancing app notification visibility, targeted emails to customer experience teams and HR leaders and stirring up social media without resorting to controversial takes or cat videos

Plum's wins:

• Generated 1,500+ qualified leads in a single day which is equivalent to what we typically get in a month

  

• Established a messaging framework that guide personal insurance communications

• Launched Plum's entry into the personal insurance market

• Demonstrated the viability of our B2B2C strategy, validating the company's investment in expanding beyond corporate client

• Accelerated Plum's product roadmap by proving market demand, leading to faster development of additional personal insurance offerings

By focusing on peace rather than panic, we carved out a distinctive position while delivering business results that satisfied even the most metrics-obsessed executives in the room. Most of all the numbers proved that Adithi can deliver creativity while also driving business results.