A major function of life insurance is to prepare your family financially for life without you. So the communication emphasized the fact that life is unpredictable.In the office washrooms, the mirror was replaced by an image of the usual reflection seen in it. To make it look like a real mirror and avoid any reflections, anti-reflective glass was used to frame it.When employees entered the washroom, they were momentarily shocked on finding themselves missing from the 'reflection' in the mirror. Looking closer, they saw this message, "Life's unpredictable. Secure your family's future while you are still around."

This created a buzz at every venue and led to a sharp increase in enquiries and leads generated at the on-location stalls.Across all the venues at which this idea was executed, on an average, Tata AIG Life Insurance Corp. saw an increase of close to 30% in leads generated. There was also an increase of over 20% in the number of leads which were converted into sales of life insurance policies.