Lads are not so bad

During a period when men were at the receiving end of many societal discussions, I did this campaign in India with my team, to celebrate the men who quietly care. A socially and culturally current and highly resonant way for a life insurance brand to emotionally connect with its core audience – men. The Hindi lyrics and the end line convey – ‘Lads who care, do care, but don’t show. And we care for them.’