aspire to retire

sujit ganguli, senior vice president and head (marketing), ICICI Prudential life, says;"Instead of continuing to talk only about how people should plan for retirement, we wanted to make them feel excited about the planning process."

Amer jaleel, executive director of Lowe India, the agency which came up with the ad, thinks the campaign will bust the cliche of reminding people to plan for retirement."The idea of relaxation has changed.They would rather see themselves in some occupation or the other.Retirement is being regarded as a second carrer,"he says.
The insurer and the agency tested their idea among focus groups and claim it resonated overwhelmingly across all sections of the audience.