Edelweiss Tokio life launches its new digital video - Maa Kasam'

Edelweiss Tokio life, one of India’s fastest growing Life Insurance Company, has released a video –Maa Kasam, as a part of its hugely successful digital campaign – Keep the promise.

As a brand, Edelweiss Tokio life believes that the need of the customers is more important than insurance. In keeping with this philosophy, the brand had launched a digital called #keepthepromise, last quarter. This campaign focussed on the need of keeping a promise and urged customers to come to its site and make a promise. The campaign had generated more than 100 million impressions and saw 10k + promises being made.

The latest video Maa Kasam continues the focus on the need for keeping promises. In Indian context, there is no bigger promise than Maa Kasam, but it is also misused by many. This funny and quirky video is a story of Babloo, who keeps on using Maa kasam loosely without meaning it and the consequences he faces.

Sharing the thought behind the campaign, Abhishek Gupta, Head-Marketing, Edelweiss Group, said that “Through this video we want to drive the importance of keeping one’s promise via a humour based story. The situations depicted are real life situations but with a twist and the twist keeps the story engaging.  Maa Kasam gave us an opportunity to “Indianise and humanise” Edelweiss Tokio Life’s philosophy of keeping promises because that is what our customers need”


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