Edelweiss Tokio Life’s Daku Corona ad takes you back to the 90s

• There’s a new superhero on the block: Edelweiss Tokio Life’s Covid Shield+.
• The advertisement cuts through the cluttered digital space with a much-needed comic relief.

Edelweiss Tokio Life Insurance has launched the campaign #SavingsKaSaviour for its new product offering Covid Shield+.

The product aims to secure people’s dreams and aspirations from the financial impact of a Covid-19 diagnosis. The product, which carries a 1-year tenure, offers a substantial critical illness benefit, a term cover, is cost effective and gives instant decisioning without any medical examination.


Abhishek Gupta, Chief Marketing Officer, Edelweiss Tokio Life Insurance said, “Based on insights collected over the past few years, critical illnesses have been an area of concern for customers as they have a significant impact on savings and affect our future aspirations. The magnitude of Covid 19 far exceeds any other critical illnesses and there is a vast distortion in the private healthcare cost for treating this disease. We let these insights guide us not only in product design but also in our creative process.”

The ad film, which forms the centerpiece of the campaign, reimagines Covid 19 as Daku Corona, threatening to snatch away an unassuming child Savings from the clutches of his doting family. However, in the nick of time, a new hero – Savings Ka Saviour – comes to the fore to rescue Savings from Daku Corona.

“Customers are primarily consuming content through online media and the space has become severely cluttered. So, in dealing with a subject that has been spoken about at length over the past 7 months, we needed a fresh take that can offer relief to our audience while remaining true to our brand ethos. We have an unmoving focus on enabling our customers live #ZindagiUnlimited, which reflects in Covid Shield+ as a product. We have tried to capture that essence in this film,” Gupta added.