Metlife: Waking up to Retirement

Vibha Gupta

Campaign details

Brand owner: Metlife
Agency: McCann Worldgroup
Brand: Metlife
Country: India
Channels used: Outdoor, out-of-home, Point-of-purchase, in-store media, Print – general, unspecified, Radio, Television
Media budget: 1 – 3 million

Executive summary

MetLife wanted to relaunch one of its offerings as its first retirement product in the Indian market. This seemingly simple task was challenged by consumer apathy towards retirement, presence of well-entrenched competition, declining category scenario and a hostile regulatory environment. To add to MetLife's woes, even its own research revealed a conducive target demographic which completely defied existing category logic. It was then, that MetLife, the 17th largest player in the market, decided to take the road less travelled.