Pramerica Life Insurance has launched the latest edition of its flagship campaign, #ThisIsMyClimb, a heartfelt tribute to the resilience and selflessness of everyday individuals. Rooted in Prudential Financial, Inc.’s global initiative, the campaign highlights the sacrifices people make to secure a better future for their loved ones.
A Campaign That Reflects Real-Life Struggles and Aspirations
India is a nation built on dreams and determination, where countless individuals work tirelessly to provide for their families. Understanding this, Pramerica Life Insurance has shaped its campaign around the real-life struggles and aspirations of people who put their loved ones first. Whether it’s parents saving for their child’s education or professionals balancing duty and family, #ThisIsMyClimb captures these untold stories of sacrifice and strength.
Pankaj Gupta, Managing Director and CEO of Pramerica Life Insurance, spoke about the inspiration behind the campaign, saying:
"Every individual strives for a better future, and at Pramerica Life, we recognise this relentless spirit. #ThisIsMyClimb is more than a campaign—it is a reflection of the everyday challenges people face and how we stand by them. With a strong legacy from our shareholders, Prudential Financial, Inc. and Piramal Capital Housing Finance Limited, we are committed to supporting our customers at every step of their journey towards financial security.”
A Multi-Platform Approach for Maximum Impact
To reach a wide audience, Pramerica Life Insurance has taken a multi-platform approach, ensuring that the campaign connects with people across different touchpoints. The campaign started with print media across 35 key markets in 22 states, in nine languages, sparking household discussions about financial security. This was followed by social and digital promotions, including short films that bring real stories to life. Outdoor advertising in high-traffic locations across Delhi NCR and Mumbai further strengthens the campaign’s visibility.
Amaresh Jena, Chief Marketing Officer, Pramerica Life Insurance, explained:
"At Pramerica Life, we are a people’s brand, and #ThisIsMyClimb has become our way of understanding what people go through for their families. Our media strategy is simple—start real conversations about financial journeys and life goals. While print helps initiate discussions at home, digital platforms make the message more personal. Outdoor media reinforces our presence and supports our institutional business.”
Stories That Resonate with Every Family
The campaign introduces two short films that beautifully depict perseverance and self-sacrifice.
- The first film follows a father who works extra hours and gives up personal comforts to buy his son’s cricket kit, showcasing the quiet yet powerful role of parents in nurturing dreams.
- The second film tells the story of a defence personnel who, while serving the nation, misses out on his daughter’s milestones, portraying the emotional cost of duty and the love that remains unwavering.
Both films reinforce the message: "Jo Apno Ke Sapne Poore Karte Hain, Hum Unke Saath Dattey Rehte Hain", meaning "For those who fulfil their loved ones' dreams, we stand with them."
Through #ThisIsMyClimb, Pramerica Life Insurance not only honours the everyday heroes who put their families first but also reaffirms its role as a trusted financial partner in their journey towards a secure and stable future.
