Description
Insurance in Bangladesh struggles with low acceptance due to deep-rooted mistrust and a lack of awareness. Guardian Life Insurance took on the challenge to shift mindsets and make insurance feel essential and approachable.
People often overlook the importance of insurance until adversity strikes. Life itself offers signs, warnings, and moments that signal the need to secure the future—but these signals often go unnoticed. When challenges arise, people blame life for being uncertain and unfair. Yet, had they recognized those signs in time, they could have made wiser financial decisions—including getting insured.
To bridge this gap, Guardian Life Insurance introduced ‘Jibon – The Life’, a character who personifies life itself. In an emotionally driven narrative, the tvc portrays how Jibon tries to guide people at crucial moments, but they fail to notice or respond—only to regret it later. This storytelling approach transformed insurance from a distant financial product into a relatable, necessary step in life’s journey.
This professional campaign titled 'Story of Life' was published in Bangladesh in April, 2025. It was created for the brand: Guardian Life Insurance, by ad agency: Sun Communications. This Film medium campaign is related to the Insurance industry and contains 1 media asset. It was submitted 5 days ago.
Credits
Client: Guardian Life Insurance
Agency: Sun Communications Ltd
Executive Creative Director: Tanvir Hossain
Creative Director: Apurba Sarker Apu
Creative Group Head: Rabiul Hossain Rudro
Copywriter: Mohd Ashfiqur Rahman
Associate Art Director: Nazmul Sakib Rumi
Sr. Graphic Designer: Kazi Jahangir Alam
Account Director: Asifuzzaman Khan
Associate Account Director: Ishtiaq Rahman
Account Manager: Hasan Mahmud Shuva
Production House : Team YOLO
Director: Anam Biswas
