Simplicity and Timing - the reasons why the campaign worked. Most of us postpone investing in insurance, thinking death is a few light years away. It doesn't strike us that death is an accident that comes unannounced. This was the exact mindset of the thousands of people who cross tracks daily.

The experiential campaign was conducted at 10 local trains stations in Mumbai. Over 80,000 commuters were caught crossing the tracks. 12% of the people who got the business cards called the agent. In an era of million dollar campaigns, the cost of this hard-hitting campaign was $3200.