Sun Communications reframes insurance as a conversation with life for Guardian Life
Insurance in Bangladesh suffers from low acceptance due to deep-rooted mistrust and a general lack of awareness. Despite Guardian Life Insurance Limited’s strong corporate backing from Square Group, BRAC, and Apex, negative perceptions surrounding the industry continue to hinder policy adoption. Sun Communications Ltd challenge was to shift this mindset and position insurance as something essential and approachable.
People often overlook the importance of insurance until adversity strikes. Life offers signs, warnings, and key moments to secure the future—but these often go unnoticed. When hardship comes, life is blamed for being uncertain and unfair. If people could recognize these signals in time, they would be empowered to make smarter financial decisions, including getting insured.
To bridge this gap, Sun Communications introduced ‘Jibon – The Life’, a character who personifies life itself. In an emotionally driven narrative, the TVC shows how Jibon tries to guide people at crucial moments, but they fail to recognize or respond—only to regret it later.
By humanizing the idea of life and using relatable storytelling, Sun Communications and Guardian Life Insurance transformed insurance from a distant financial product into an emotional, necessary step in one’s journey. This approach helped demystify insurance and strengthened Guardian Life Insurance Limited’s position as a trusted and empathetic brand.
Credits
Agency: Sun Communications
Executive Creative Director: Tanvir Hossain
Creative Director: Apurba Sarker Apu
Creative Group Head: Rabiul Hossain Rudro
Copywriter: Mohd Ashfiqur Rahman
Associate Art Director: Nazmul Sakib Rumi
Sr. Graphic Designer: Kazi Jahangir Alam
Account Director: Asifuzzaman Khan
Associate Account Director: Ishtiaq Rahman
Account Manager: Hasan Mahmud Shuva
Production House : Team YOLO
Director: Anam Biswas
