Aditya Birla Sun Life_YT Understanding_Final

COMPILED BY: MAPPING LIFE INSURANCE ON YOUTUBE

POINTS OF DISCUSSION Spotlighting the Modern Indian Mindset & Outlook towards Money Mapping the YouTube Behaviour – User Journey & Content Consumption Observations & Learnings from Peer Analysis Spotlighting The Modern Indian Mindset - Whitespaces Identifying Unaddressed Information needs - Whitespaces Mapping the Sources of Influence & Peer Strategy Outlining the investor mindset

OUTLINING THE PORTRAIT OF THE MODERN INDIAN MINDSET Consumers in India have journeyed from necessity to aspiration, from buying local to thinking global, and now, to demanding purpose and value, thereby also transforming their relationship with money.

NON-CONFORMITYIN TRADITIONS & VALUE LIFESTYLE CHOICES Lifestyle of individuality & self-expression, prioritizing experiences & independence, redefining what living, success & happiness mean in today’s world. How Young People View Their Lives, Futures & Finances

LIFESTYLE CHOICES MONEY MANAGEMENT MONEY MINDSET CHILD-FREE & LOVING IT CHOOSING SELF, OVER SETTLING “I’M MY PARENT’S RETIREMEMT PLAN” “I ALWAYS ‘FEEL’ SHORT, EVEN WHEN I’M NOT” BORROWING FOR THE GRAM “THEIR OLD SCHOOL ADVICE IS HOLDING ME BACK” ACCUMULATING FOR LIBERATION SPENDING-BEYOND-MEANS

The act of earning, spending, or investing money is, for them, an expression of who they are, what they stand for, and how they engage with the world. It's not about accumulation for status but also about liberation—from financial stress, societal pressures, and rigid timelines. SUMMARISING THE THE MODERN INDIAN MONEY MINDSET Financial success is less about the numbers on a paycheck/ bank balance & more about how those numbers allow them to curate a lifestyle that feels true to their evolving identity. 1 2 3 4 Money isn’t just a transactional or survival tool—it represents autonomy, choice, and the ability to ‘curate one’s lifestyle’ – that feels uniquely theirs

Always a land of savers, India’s relationship with money is evolving – it is no longer just about preservation but about active wealth creation, shaped by increased financial literacy, digital accessibility & exposure to global economic narratives RESULTING IN A SHIFT FROM ‘SAVINGS’ TO FINANCIALISATION OF SAVINGS Source: Bajaj Aallianz Survey, 2023 I CRISIL Report, 2022 The shift also mirrors evolving aspirations—where wealth is not just a safety net but a means to upgrade lifestyles, gain social mobility, and achieve long-term autonomy. INVESTOR MINDSET is not just a safety net but a means to upgrade lifestyles, gain social mobility, and achieve long-term autonomy. INVESTOR MINDSET [Speaker notes] https://www.retropoplifestyle.com/bajaj-allianz-life-indias-life-goals-preparedness-survey-2023/ https://www.crisil.com/content/dam/crisil/our-analysis/reports/Research/documents/2022/12/the-big-shift-in-financialisation.pdf https://www.salesforce.com/in/blog/7-trends-wealth-management-industry-india/ - combining financial goals with ethical and life goals. They’re looking for more holistic investment options that include retirement planning, impact investing, estate planning, and social welfare.

TRANSFORMING PERCEPTIONS OF LIFE INSURANCE It is no longer just a fallback for dependents in case of an emergency—it is now a calculated component of long-term wealth creation, risk management, and legacy building. A LIFESTYLE GUARDIAN BUILDING BLOCK FOR REALISING AMBITIONS No longer about preventing a fall; but maintaining momentum - to uphold the aspirations they have collectively built INSTRUMENT OF CONTROL, NOT JUST OF CAUTION Offers a mental safety net & confidence in risk-taking, from making life’s big moves A self-made assurance, that financial & life trajectory is dictated by choice, not just circumstance

THEY’RE NO LONGER PLANNING FOR JUST ‘WHAT IFS’; THEY ARE PLANNING FOR ‘WHAT’S NEXT’ The future implications of life events & life stages drives a buyer’s sense of responsibility 15 20 25 Too early to make an impact FIRST JOB

There are so many insurance companies & product types—how do I know which one is right for me? "I don’t have the time or energy to figure out all the details right now." "Is this agent pushing a product because it’s good for them, or because it’s right for me?" "I don’t even know how much coverage I need. What if I end up paying for too much or too little?" Will I get enough value for my premiums? What if in future markets don’t respond well and I lose money "I don’t have the time or energy to figure out all the details right now." So many conflicting views about ULIPs & endowment plans. Who should I listen to? I've heard stories of people struggling to get their claims settled What if my financial situation changes? Will I be able to keep paying?"

LEADING TO TWO DISTINCT WAYS OF DECISION-MAKING GUIDED INDEPEDENDENT “COACH-ME” SELF-GUIDED They know their needs & prefer to be in control of the entire process, using their own research to compare, analyze & choose the best option.Many are concerned that an agent might push an agenda, leading them to second-guess recommendations and hence prefer On-Demand Assistance to reinforce or refine their choices.They may or may not be in learning phase & hence appreciate experts who can help them connect the dots, rather than just sell a policy. "This is overwhelming. I need help making sense of all of these options & finding the right coverage for me." I want space to explore & build knowledge on my own to find out which coverage option is best for me." the right coverage for me." I want space to explore & build knowledge on my own to find out which coverage option is best for me." Value expertise and human connection, seeing agents or advisors as trusted partners to guild knowledge, understanding & confidence to make decisionsShaped by a mix of uncertainty, time constraints, aversion to complexity & the ‘emotional weight’ of the purchase. A small subset also cross-check or validate advice independently before fully committing.

DECODING THE CONSUMER JOURNEY ON YOUTUBE ACTION TRIGGERS The user journey while researching for life insurance is highly fragmented, not a linear progression, rather a constant oscillation, marked by the ebb and flow of curiosity, doubt & decision-making. This journey is full of micro-moments & with each video consumed in these moments, the user’s confidence grows or fluctuates, which leads to either progressing further in the decision-making or returning to earlier doubts & refining their understanding. YOUTUBE BEHAVIOR

DECODING THE JOURNEY ON YOUTUBE UNDERSTANDING INSURANCE CHOOSING THE RIGHT POLICY FINDING THE BEST POLICY MINDSET CONTENT SEEKED Simple & clear Foundational insurance knowledge Confusion, curiosity, apprehension Sense of responsibility, urgency, self-doubt Confusion, anxiety, second-guessing, decision-fatigue, analysis paralysis No immediate intent to buy. The primary goal is to demystify the topic—phase is akin to a crash course on insurance. Looking for ‘actionable advice on how to buy the right policy - seeking guidance to identify needs & structure the policy Looking for best policies, nervous about committing - seek validation, reassurance, cross-check advice, fact-check agents, refine options Practical, logical insurance buying guides and insights Top recommendations, Rankings, Reviews, comparisons, advice USE OF YOUTUBE PLANNING FINANCES CONTENT EXPECTATIONS and insights Top recommendations, Rankings, Reviews, comparisons, advice USE OF YOUTUBE PLANNING FINANCES CONTENT EXPECTATIONS Honest, transparent, no sugar-coating, in-depth, Un-biased, analytical Honest, transparent, no sugar-coating, in-depth, Un-biased, updated Simple, jargon-free, offering immediate clarity, with relatable examples, with visual aids Self-reflection, confusion, sense of responsibility, urgency Idea-gathering, looking to understand financial tools, options & strategies to secure their future (Wealth growth, retirement planning, financial security) Simple, easy-to-follow, with relatable examples & actionable insights Foundational financial advice & financial planning knowledge NOTE: The Journey is not linear. There is constant back and forth between the micro-moments

OUTLINING THE YOUTUBE INSURANCE CONTENTVERSE LIFE INSURANCE 101 Simplify complex insurance jargon, policy structures, smart practices that help consumers grasp the fundamentals, feature specific deep dives, Act as consumer watchdogs - scam alerts about phony insurance agent, misleading sales tactics, uncovering the fine print, consumer rights, Fact-check claims, address misinformation, debunk myths INSURANCE PLANNING GUIDES Practical, step-by-step guides with real-world examples for personalized decision-making to plan the policy (tenure, coverage, riders to buy, premium calculation and cost saving strategies ) removing guess-work from the process INSIDER INSIGHTS Professional insights and expert opinions often hosted by or with industry professionals ROI CALCULATORS process INSIDER INSIGHTS Professional insights and expert opinions often hosted by or with industry professionals ROI CALCULATORS Project potential returns or future payouts (maturity/ surrender value) based on assumed interest rates, policy terms, and riders POLICY MANAGEMENT Explainer videos to navigate the administrative side of their insurance to manage their policy benefits – maturity/ surrender claim process, application process, check claim status etc. TRAP ALERTS Inform consumers about legal changes, industry updates, policy shifts, and new insurance products NEWS & UPDATES POLICY SHOWDOWN Side-by-side visual comparisons of different plans, products/ plan feature & benefit reviews, best-of-lists, pros and cons with analysis visual comparisons of different plans, products/ plan feature & benefit reviews, best-of-lists, pros and cons with analysis [Speaker notes] In a landscape where transparency, clarity, and trust drive conversions, YouTube is no longer just an awareness tool—it is a decision enabler. 1. Simplifiers: These videos eliminate confusion and make policy features digestible, helping consumers build a strong foundational understanding before moving to more decision-oriented content.

INSURANCE 101 - Though foundational, this content is valuable to both beginners and advancing consumers (as they inevitably encounter new concepts further down the decision journey)- Display a spectrum of queries - Early-stage consumers are not just absorbing content but actively mapping their next steps (spotlighting decision inertia) - Advancing consumers seek personalization and their needs become more nuanced—focusing on policy fine print, calculation methodologies, ROI estimation etc. CONSUMER SENTIMENT INSURANCE LINGO SIMPLIFIED ABC’s OF INSURANCE PRODUCT GUIDES STARTING RIGHT DEBUNKING MYTHS CONSUMER AWARENESS

ROI CALCULATORS Highly valued for its practical, no-frills approach, as it helps them independently assess the policies. Suggest that viewers are actively trying to apply the content. They are engaging with the content in a very hands-on, personalized way. CONSUMER SENTIMENT INSURANCE PLANNING GUIDES - Seek structured guides & advice with real-world scenarios for higher relevance & comprehension- Asking for concrete tools like Excel templates, Calculators, formulas that allow them to visualize the trade-offs and ensure that their choices are backed by reliable, data-driven insights

FINANCIAL PLANNING GUIDES - Consumers are drawn to content that provides real-world applications and practical examples- Asking for concrete tools like Excel templates, Calculators, formulas, indicates that the audience is very invested in implementing the information they learn- A recurring sentiment in the comments is the appreciation for content that feels accessible as it helps build confidence CONSUMER SENTIMENT

CONSUMER SENTIMENT BRAND IMPERATIVE INSIDER INSIGHTS - Reflect a profound sense of gratitude and trust from viewers for not gatekeeping important industry knowledge- Reflect on how insights relate to their own circumstances & are motivated to engage in dialogue to validate their decisions, cross-check agent recommendations etc.

NEWS & UPDATES Seek direct clarity on how industry updates impact their personal financial decisions like customization concerns, applicability queries, demographic implications etc. CONSUMER SENTIMENT

BE THEIR GUIDING COMPASS 01 UNLOCK THE UNSEEN & UNHEARD PERSONALISE THEIR JOURNEY 04 BE THEIR PULSE ON THE LATEST SUMMARISING THE CATEGORY IMPERATIVES FOR LI BRANDS SHOW THEM THE BIG PICTURE SIMPLIFY CHOICES, STREAMLINE DECISIONS 02 03 04 05 06 EMPOWER WITH INSIGHT & FORESIGHT 07

HOWEVER, SOME INFORMATION NEEDS REMAIN UNADRESSED ON THE PLATFORM 1. INCLUSION/ REPRESENTATION IN INSURANCE DISCLOSURE DILEMMA NEEDS BEYOND THE NORM INSURANCE WITH INTEGRITY SOURCE: Reddit Threads INFORMATION NEEDS [Speaker notes] Dilemma: In the world of insurance, the disclosure dilemma often arises when consumers are faced with the choice of whether to reveal seemingly insignificant details like a single cigarette a day or a benign condition such as lipoma. These conversations explore the fine line between transparency and omission, questioning how much disclosure is necessary and whether small truths could lead to big consequences down the line.

HOWEVER, SOME CONVERSATIONS REMAIN UNADRESSED ON THE PLATFORM INCLUSION/ REPRESENTATION IN INSURANCE DISCLOSURE DILEMMA NEEDS BEYOND THE NORM INSURANCE WITH INTEGRITY IMPERATIVE The conversations highlighted here reflect critical gaps in the mainstream insurance discourse and present valuable white space opportunities for Aditya Birla Sun Life Insurance to establish themselves as thought leaders and start building brand affinity. [Speaker notes] Dilemma: In the world of insurance, the disclosure dilemma often arises when consumers are faced with the choice of whether to reveal seemingly insignificant details like a single cigarette a day or a benign condition such as lipoma. These conversations explore the fine line between transparency and omission, questioning how much disclosure is necessary and whether small truths could lead to big consequences down the line.

BRANDS AS ACTIVE PARTICIPANTS THIS CONTENTVERSE ALSO INCLUDES In order to extend their presence beyond traditional advertising and become a part of the broader category dialogue, brands are contributing through their own life insurance narratives and strategic collaborations. The kinds of brands can be understood as… 1. CREATOR BRANDS They act as guides, advocates by helping consumers navigate their options and positioning their own products within this guidance to build credibility and drive consideration 2. PROMOTER BRANDS They prioritize the promotion of their products and services with a focus on promotional messaging, with educational content (value-adding) playing a supporting role COMPETITION AUDIT

CREATOR BRANDS Function like creators themselves, prioritizing value-driven content for empowering users to make informed choices by providing high-quality, simplified educational content, relevant advice & practical knowledge free from heavy-handed promotion or overt sales tactics. EVALUATION INCLUSITVITY POLICY RECOMMENDATIONS CONSUMER AWARENESS FULL-FUNNEL CONTENT MARKETING INSURANCE EDUCATION POLICY PURCHASE ADVICE REAL-WORLD INSIHGTS This approach fosters an environment where viewers feel respected and supported, resulting in high degree of brand affinity and advocacy, creating a cycle of trust and loyalty. BRAND PROMOTION [Speaker notes] In a landscape where transparency, clarity, and trust drive conversions, YouTube is no longer just an awareness tool—it is a decision enabler.

APPROACH OF PROMOTER BRANDS Promoter brands on YouTube prioritize the promotion of their products & services, with educational content (value-adding) playing a supporting role rather than taking center stage. THIS HOWEVER IS VASTLY DIFFERS FROM COMPETITION AUDIT [Speaker notes] In a landscape where transparency, clarity, and trust drive conversions, YouTube is no longer just an awareness tool—it is a decision enabler.

CONTENT DISTRIBUTION ON YOUTUBE BRAND AMPLIFICATION CONSUMER EDUCATION NOTE: Content Studied for the year 2024 only P1: BRAND/ POLICY AMPLIFICATION P2: CONSUMER EDUCATION GOAL: MAXIMISE CONSUMER AWARENESS Brand campaigns for Policy/ product Promotion P1. PRODUCT EDUCATION P2. CATEGORY EDUCATION GOAL: DRIVE DISCOVERY & BRAND CONFIDENCE Always-on content for policy education primarily, followed by CONTENT PROMOTION: VERNACULAR CONTENT: CTA: VISIT WEBSITE DUBBED CONTENT: CONTENT PROMOTION: VERNACULAR CONTENT: CTA: VISIT WEBSITE DUBBED CONTENT: CONTENT TYPES: TREATMENT: CONTENT TYPE: PRODUCT EDUCATION - Policy Management- Product/ policy explainers - Insurance 101- Insider Insights (Minimal) TREATMENT: PRODUCT EDUCATION - In-house creators (for select brands)- Scripted interviews with company reps Insights (Minimal) TREATMENT: PRODUCT EDUCATION - In-house creators (for select brands)- Scripted interviews with company reps - Creator collaborations - Brand Ambassador-led - DVCs majorly in English/ Hinglish, tapping into emotional territories/ triggers - Product & policy education - Social Proof (testimonials) - Building appeal to focus TG (GenZ) – select brands - Animated instructional explainers- Animated policy demos (with e.g.)- Podcasts with employees & partners TREATMENT: CONSUMER EDUCATION CONTENT TYPE: CONSUMER EDUCATION YT SHORTS: Bite-sized cuts of long-form - Policy showdowns - Planning Guides (Minimal) - Trap Alerts YT SHORTS: - Bite-sized cuts of long-form- Duplicated POSTING FREQUENCY: 2 (Select promoter brands) VISUAL LANGUAGE: Distinct for select FREQUENCY: Around 5 a monthDVC – 1 every 3 to 4 months CONTENT STRATEGY: PROMOTER BRANDS LANGUAGE: Distinct for select FREQUENCY: Around 5 a monthDVC – 1 every 3 to 4 months CONTENT STRATEGY: PROMOTER BRANDS DUBBED LANGUAGES: Hindi, Tamil, Telugu, Malayalam, Bengali, Oriya, Assamese, Marathi, Kannada NOTE: ‘Product’: LI Plan Types I ‘Policy’: Brand Offering For Each Type [Speaker notes] leading with wordplay approach – “protect your family’s future”, “responsibility” for term insurance, “Worry-free”, “secure future”, “right time to plan” for retirement plans etc. to drive rational consideration by creating mental shortcuts for consumers that reinforce necessity of insurance. However, this approach also limits differentiation, as all brands speak in a similar lexicon, making it harder for consumers to distinguish between them

THE CONTENTVERSE IS FILLED WITH VARYING SENTIMENTS ON VARIOUS INSURANCE PRODUCTS TERM INSURANCE SAVINGS PLANS PENSION/ ANNUITY PLANS ULIPS & ENDOWMENT PLAN The phenomenon surrounding investment-linked insurance products on YouTube is one where financial influencers act as educators, consumer advocates, and whistleblowers. These products are framed as ‘Scam’ and ‘Fraud’, demonstrated through ‘Exposés’ - using calculations, side-by-side comparisons with pure-investment products like mutual funds, and real-life examples [Speaker notes] In a landscape where transparency, clarity, and trust drive conversions, YouTube is no longer just an awareness tool—it is a decision enabler. 1. Simplifiers: These videos eliminate confusion and make policy features digestible, helping consumers build a strong foundational understanding before moving to more decision-oriented content.

BRAND OUTLOOK TOWARDS STRATEGIC CONTENT PRIORITIZATION ACROSS INSURANCE PRODUCTS TERM INSURANCE SAVINGS PLANS PENSION/ ANNUITY PLANS ULIPS & ENDOWMENT PLAN PRIORITY: HIGHEST Fundamental safety net to protect dependents PRIORITY: MID TO LOW Financial independence channel post-retirement PRIORITY: LOW Guaranteed return for goal-based financial security PRIORITY: LOWEST More intricate and risk-based growth - Frame product as an income replacement tool, ensuring dependents’ stability- Messaging focuses on it as a smart budgeting move- Use life coverage calculators, policy explainer content to simplify its functioning - Position it as a way to turn old age into golden years- Messaging focuses on guaranteed, tax-free income- Spotlight it’s hassle-free and accessible policy-issuance nature to address the complicated attribute attached with it income- Spotlight it’s hassle-free and accessible policy-issuance nature to address the complicated attribute attached with it - Position it essential financial tool to future-proof aspirations (buying second home, no compromise on passion etc)- For Child Savings Plans, emphasis is on preparedness and enabling “Bachcho ki khushi”, their ambitions without financial stress. - Focus on demystification of product’s dual nature to position it as a wealth creation tool- Narrative leans toward goal-based financial planning source that allows for a “Fikr-free life” and connect to life-stage-based financial responsibilities [Speaker notes] In a landscape where transparency, clarity, and trust drive conversions, YouTube is no longer just an awareness tool—it is a decision enabler. 1. Simplifiers: These videos eliminate confusion and make policy features digestible, helping consumers build a strong foundational understanding before moving to more decision-oriented content.

CAMPAIGN-FIRST PRESENCE Operate within a campaign-heavy, product-led content ecosystem where product communication is built around word associations that reinforce necessity through predictable yet effective narratives. While these associations help simplify consumer understanding and drive rational consideration, they lack differentiation, as all brands operate within the same emotional and functional lexicon TERM INSURANCE: PROTECTION-FIRST MESSAGING RETIREMENT PLANS: FEAR-TO-RELIEF MESSAGING SAVINGS PLANS (ULIP): FUTURE PREPAREDNESS CONTENT SNAPSHOT TRANSACTIONAL EDUCATION IN MIDDLE FUNNEL CONTENT MESSAGING SAVINGS PLANS (ULIP): FUTURE PREPAREDNESS CONTENT SNAPSHOT TRANSACTIONAL EDUCATION IN MIDDLE FUNNEL CONTENT Promoter life insurance brands approach middle-funnel content with a transactional mindset, majorly prioritizing product explainers over broader category education. While educational content plays a role in building trust and reducing friction in decision-making, it is often sporadic and secondary to direct product promotions. Heavier reliance on animation-based, lending an impersonal nature that might limit engagement INSURANCE EDUCATION CONSUMER AWARENESS PRODCUCT EXPLAINERS & EVALUATION BRAND PODCASTS CORPORATE CREDIBILITY EMOTIONAL STORYTELLING SPONSORED FEATURES CUSTOMER TESTIMONIALS FRAME INSURANCE AS A PROACTIVE STEP CREDIBILITY EMOTIONAL STORYTELLING SPONSORED FEATURES CUSTOMER TESTIMONIALS FRAME INSURANCE AS A PROACTIVE STEP [Speaker notes] leading with wordplay approach – “protect your family’s future”, “responsibility” for term insurance, “Worry-free”, “secure future”, “right time to plan” for retirement plans etc. to drive rational consideration by creating mental shortcuts for consumers that reinforce necessity of insurance. However, this approach also limits differentiation, as all brands speak in a similar lexicon, making it harder for consumers to distinguish between them

BE THEIR GUIDING COMPASS 01 UNLOCK THE UNSEEN & UNHEARD PERSONALISE THEIR JOURNEY 04 BE THEIR PULSE ON THE LATEST MAPPING HOW OUR PEERS AREKEEPING UP WITH CATEGORY IMPERATIVES SHOW THEM THE BIG PICTURE SIMPLIFY CHOICES, STREAMLINE DECISIONS 02 03 04 05 06 EMPOWER WITH INSIGHT & FORESIGHT 07 Creator brands cut across category narratives by contextualizing and demystifying insurance while promoter brands operate within the confines of policy-centric promotions Demystify category Explain in silos Mirror Real-life Choices & triggers Tailoring limited To policy Anticipate Blind spots & prepare users Prompt Policy-related action Guide decision making Inform on solutions Contextualize for broader goals Limited to milestone moments Tackle overlooked truths Stick to sanitized narratives Translate timely shifts Update without urgency CREATOR BRANDS moments Tackle overlooked truths Stick to sanitized narratives Translate timely shifts Update without urgency CREATOR BRANDS PROMOTER BRANDS [Speaker notes] 1. BE THEIR GUIDING COMPASS- Creator Brands: Actively lead with clarity, demystifying insurance through relatable education content. - Promoter Brands: Provide policy-level clarity, not journey-led understanding 2. SHOW THEM THE BIG PICTURE- Creator Brands: Situate insurance within broader life/financial goals.- Promoter Brands: Limit conversation to milestone moments like education or retirement 3. PERSONALISE THEIR JOURNEY - Creator Brands: Break down complexity with tools, visuals, and analogies that simplify smart action- Promoter Brands: Rely on explainers and service touchpoints, but lack a larger strategy to reduce decision fatigue. 4. action- Promoter Brands: Rely on explainers and service touchpoints, but lack a larger strategy to reduce decision fatigue. 4. UNLOCK THE UNSEEN AND UNHEARD - Creator Brands: Tackle overlooked truths in the category- Promoter Brands: Play it safe, sticking to sanitized, promotional narratives 5. EMPOWER WITH INSIGHT & FORESIGHT - Creator Brands: Prepare users for evolving needs and financial blind spots- Promoter Brands: Focus on immediate decision-making rather than cultivating long-term insurance fluency. 6. BE THEIR PULSE ON LATEST - Creator Brands: Equip audience simplified explainers on policy shifts, IRDAI changes, tax updates etc- Promoter Brands: Formal, animation-led updates without urgency or relatability7. on policy shifts, IRDAI changes, tax updates etc- Promoter Brands: Formal, animation-led updates without urgency or relatability7. SIMPLIFY CHOICES, STREAMLINE DECISIONS - Creator Brands: Equip audience simplified explainers on policy shifts, IRDAI changes, tax updates etc- Promoter Brands: Formal, animation-led updates without urgency or relatability

BEYOND THE CATEGORY, ALSO LIEOPPORTUNITIES TO ‘CONNECT’ WITH MODERN MINDSET

NON-CONFORMITYIN TRADITIONS & VALUE LIFESTYLE CHOICES Lifestyle of individuality & self-expression, prioritizing experiences & independence, redefining what living, success & happiness mean in today’s world. MONEY MINDSET FINANCIALLY AWARE, BUT UNSURE OF THE END GAME. An inner turmoil reflecting s a deeper, unresolved tension between what they know and how they feel about their financial standing – aware of the path, unsure of the destination RECAPPING THE MINDSET STATUS-SEEKING SPENDING, FREEDOM-FOCUSSED SAVINGS MONEY MANAGEMENT A tug-of-war between indulgence and restraint, desire to live in the moment, but also brace for the future and control their destiny tomorrow. CHILD-FREE & LOVING IT ALWAYS-ON-THE-GO CHOOSING SELF, OVER SETTLING BORROWING FOR THE GRAM ALWAYS-ON-THE-GO SPENDING-BEYOND-MEANS “I’M MY PARENT’S RETIREMEMT PLAN” “I ALWAYS ‘FEEL’ SHORT, EVEN WHEN I’M NOT” “THEIR OLD SCHOOL ADVICE IS HOLDING ME BACK”

THESE NUANCES ARE ALSO DRIVING CONVERSATIONS ON DIGITAL From social media exchanges to blogs and podcasts, these platforms become spaces for seeking advice, exchanging knowledge, experiences, coping strategies & offering support.

BORROWING FOR THE GRAM CHILD-FREE & LOVING IT SPENDING BEYOND MEANS SNAPSHOT OF DIGITAL CONVERSATIONS ON MONEY MANAGEMENT

SNAPSHOT OF DIGITAL CONVERSATIONS ON LIFESTYLE CHOICES CHILD-FREE & LOVING IT CHOOSING SELF, OVER SETTLING ALWAYS-ON-THE-GO

“THEIR OLD SCHOOL ADVICE IS HOLDING ME BACK” “I ALWAYS ‘FEEL’ SHORT, EVEN IF I’M NOT” “I’M MY PARENTS’ RETIREMENT PLAN” SNAPSHOT OF DIGITAL CONVERSATIONS ON MONEY MINDSET

SUMMARISING THE OBSERVATIONS OF DIGITAL CONVERSATIONS 1 They are yearning for a community that “gets them” – a mirror that reflects their new worldview & contemporary approach to life and Reinforces the idea that their life is not an outlier – it’s a different version of success. Search for insights that help them see their financial decisions not just as numbers, but as part of a larger life plan – engaging in dialogue & reflection to shape a financially coherent life vision, not just to optimize outcomes 2 They are shining a light on emotional and financial truths that often stay in the shadows, facilitating mainstream visibility, offer empathic framing, and hold up a mirror to the quiet chaos within us. 3 FINDING A ‘HOME’ FOR THEIR IDENTITY 4 CREATORS ARE THE CULTURAL FIRST RESPONDERS ENGAGING IN DIGITAL SOUND-BOARDING us. 3 FINDING A ‘HOME’ FOR THEIR IDENTITY 4 CREATORS ARE THE CULTURAL FIRST RESPONDERS ENGAGING IN DIGITAL SOUND-BOARDING In a world where financial uncertainty feels like a constant hum in the background, people are turning to digital campfires not only for practical advice to manage financial pressures, but also for emotional support to validate their feelings SEEKING EMOTIONAL REFUGES IN DIGITAL CAMPFIRES [Speaker notes] Reinforces the idea that their life is not an outlier – it’s a different version of success.They offer not just empathy, buta ffirmation, not just comfort, but alignment with life someone is actively choosing to building towarss. Quest for spaces wherte ambition, emotion and ideantity as allowed to coexist without contrdictiron ,or felt felt judges towarss. Quest for spaces wherte ambition, emotion and ideantity as allowed to coexist without contrdictiron ,or felt felt judges Search for insights that help them see their financial decisions not just as numbers, but as part of a larger life plan. It isn’t just about finding the best investment strategy; rather constructing a worldview where financial decisions align with broader aspirations, creating a sense of purpose, agency, and direction.

THEREFORE, ADDITIONAL OPPORTUNITIES FOR FOR BRANDS REFRAMING LIFE INSURANCE IN FRESH CONTEXTS These evolving truths give us the creative latitude to move beyond traditional, utility-first narratives and instead embed our products within fresher stories GOING BEYOND PEER NARRATIVES Tapping into the emerging consumer realities allows us to occupy a more emotionally intelligent and culturally fluent space than our peers that continue to orbit around dated tropes of protection and financial foresight CONNECTING BEYOND THE PRODUCT These nuances of the modern mindset offers a fertile ground for brands to build content narratives that go beyond product and allow us to connect with the consumers in more culturally resonant ways.

SOURCES OF INFLUENCE In the life insurance space, trusted voices play a crucial role in shaping consumer decisions, given the complexity of the category. These faces of influence include… THIS CONTENTVERSE IS BUILT BY VARIOUS 1. CREATORS - AMICABLE ORACLES Creators that act as trusted teachers, advisors or guides, tailoring content to practical goals - decision-making, skill-building, or inspiration addressing specific questions, challenges, or curiosities 2. (CREATOR) BRANDS They act as guides, advocates by helping consumers navigate their options and positioning their own products within this guidance to build credibility and drive consideration INFLUENCER AUDIT [Speaker notes] In a landscape where transparency, clarity, and trust drive conversions, YouTube is no longer just an awareness tool—it is a decision enabler.

AMICABLE ORACLES FINFLUENCERS INSURANCE GURUS SURVIVAL WIZARDS WHO: Not insider experts, but smart curators that put together information and advice, keeping everyday concerns of Indians in mind WHO: Industry insiders & professionals, specializing in insurance & related financial products, reviewing policies, updating on regulatory nuances, consumer education etc. GURLEEN K. POLICYX LABOR LAW ADVISOR ANKUR W. WHO: Digital financial educators that simplify category, and guide investment decisions based on consumer needs in a space seen as complex and transactional RACHANA R PRANJAL KAMRA Policy purchase checklist to ensure right coverage Education around insurance riders to make the most out of insurance policies Deep diving into Policy specifics/ side-by-side comparisons Step-by-step guide for claim settlement process of insurance policies Deep diving into Policy specifics/ side-by-side comparisons Step-by-step guide for claim settlement process Identifying category hacks/ trap to keep in mind during policy selection Advice on policy buying basis age and future cost obligations POLICY BHANDAR SHANKARNATH WHAT: Access to In-market audience WHAT: Access to largest-potential audience Trap alerts basis insider knowledge [Speaker notes] In a landscape where transparency, clarity, and trust drive conversions, YouTube is no longer just an awareness tool—it is a decision enabler.

OBSERVATION: BEGINNER INTERMEDIATE ADVANCED Well-read, highly discerning & selective of influencers they engage with Starting to develop an understanding, beginning to delve into more specific details Exploring the fundamentals; knowledge is sparse, hence attracted to content that is introductory & accessible, created by influencers who can explain the subject in a way that feels approachable. PREFERRED INFLUENCER TYPE RACHANA R. SHARAN H. ANKUR W. ASSET YOGI Mass-market influencers, the most visible ones, with large followings They create content on topics that are highly searched by new consumers, appealing to large audience. YT’s algo prioritizes such Content, pushing their videos to the top of search SOURCE: Reddit PRANJAL K. INSURANCE RESEARCHER MINDSET However, consumer preference for influencers is also driven by their learning curve/ mindset maturity & not just influencer category

LEARNING: To resonate with the intended audience mindset & maturity level, the brand's narrative must go beyond simply aligning with the audience's needs & influencer type —it must also align with the level & nature of resonance with their followers BEGINNER INTERMEDIATE ADVANCED Well-read, highly discerning & selective of influencers they engage with Starting to develop an understanding, beginning to delve into more specific details Exploring the fundamentals; knowledge is sparse, hence attracted to content that is introductory & accessible, created by influencers who can explain the subject in a way that feels approachable. RACHANA R. SHARAN H. ANKUR W. ASSET YOGI SOURCE: Reddit PRANJAL K. - Access to large audience base- introduction to new consumers - opportunity for soft brand positioning MASS MARKET INFLUENCERS:

INFLUENCER STRATEGY: TYPE OF ASSOCIATION PROMOTER BRANDS CATEGORY CREATORS ADJACENT CONNECTORS DIGITAL ENTERTAINERS TASTEMAKERS COMICS BRAND ASSOCIATION: TRUST-BUILDING ASSETS TYPE: Video Podcast with Company Reps| Scripted One-on-One Discussions Transactional content & Structured delivery - Doesn’t fit within their natural style, does not align with their core of offering value – addition High targeted awareness, but limited content engagement FINFLUENCERS SURVIVAL WIZARDS Our peers too are tapping into the influence of creators, collaborating with diverse influencer types VOLUME OF CREATOR COLLABS BY PEERS CATEGORY RELEVANCE: LOW I RESONANCE: LOW-MID PLATFORM RELEVANCE: HIGH CATEGORY RESONANCE: HIGH | RELEVANCE: HIGH INFLUENCER TIER: MEGA REGIONAL INFLUENCERS: CONTENT PROMOTION: Product (not policy) Education I Category Education I Targeted Reach TIER: MEGA REGIONAL INFLUENCERS: CONTENT PROMOTION: Product (not policy) Education I Category Education I Targeted Reach CONTENT: GENRIC (PRODUCT-FIRST) NOTE: Influencer Content Studied for the year 2024 only AUDIENCE RECEPTION: CTA: VISIT WEBSITE NOTE: ‘Product’: LI Plan Types I ‘Policy’: Brand Offering For Each Type

PODCASTS - Moderated with established Finfluencers; Act as controlled environments for direct product education and promotion - Since the content is brand-owned, audiences approach it with an awareness of its promotional intent, leading to passive consumption BRAND-LED BRAND REPRESENTATIVES-LED APPEARANCES External podcasts led by category creators position the brand within broader industry conversations, building top-of-funnel credibility BUILDING BRAND UNIVERSE WITH CROSS CATEGORY CREATOR-LED BRAND IPs FOCUS: LEGACY PROTECTION CREATOR TYPE: 2ND GEN ENTREPRENEUR FOCUS: FINANCIAL BEHAVIOR CREATOR TYPE: GEN Z CREATORS FOCUS: FINANCIAL PLANNING CREATOR TYPE: TASTEMAKERS PRODUCT INSPIRED CONSUMER BEHAVIOR INSPIRED HEAVY ON PROMOTIONAL MESSAGING CATEGORY CREATORS FOR PERCEPTION SHIFT TASTEMAKERS PRODUCT INSPIRED CONSUMER BEHAVIOR INSPIRED HEAVY ON PROMOTIONAL MESSAGING CATEGORY CREATORS FOR PERCEPTION SHIFT Viewers voice preference for content that provides expert-backed insights, and structured discussion. Their presence ensures that the brand’s messaging is more digestible, even in a low-engagement environment. Promotional Boosting for Visibility creates an environment that is highly transactional with very low consumer engagement as audiences quickly identify as promotional. PRODUCT CAMPAIGN PRODUCT EDUCATION PRODUCT BENEFIT DOMINANT FACES INFLUENCER CONTENT SNAPSHOT

SUMMARISING THE OBSERVATIONS & LEARNINGS BRIDGE THE TRUST & KNOWLEDGE GAP CATEGORY CONGRUENCE CULTURAL CONGRUENCE BRIDGE THE RELATABILITY GAP VALUE ADDING HUMAN ELEMENT & AUTHENTICITY FINANCE CREATORS ADJACENT CREATORS CULTURAL FIRST RESPONDERS SPEAK LANGUAGE OF AUDIENCE Act as cultural translators, making brands feel more approachable, grounded & connected to audience’s lived experience, while bringing a fresh, human perspective to the corporate message. In an environment where financial institutions might be seen as distant, corporate, or inaccessible, finance influencers humanize the process, offering not just facts, but also empathetic guidance. Content addresses the intent-driven, results-oriented mindset of viewers who are focused on making informed, often high-stakes, financial decisions. the intent-driven, results-oriented mindset of viewers who are focused on making informed, often high-stakes, financial decisions. Prioritize emotional connection, shared experiences, tapping into the core of what the audience is thinking, feeling, and experiencing in the moment. CAPTURING ESSENCE OF KEY MOMENTS PRIORATISE SHARED EXPERIENCES

TVC/DVC TVC/DVC DIGITAL CAMPAIGNS SNAPSHOT OF YOUTUBE CONTENT ON ATTRACT FARMERS HOUSE WIVES PRIDE IN BEING ADVISOR You need not be an finance expert and anyone can be an insurance advisor It’s a NOBLE profession of protecting others future in same lines to that of soldiers or police UNEMPLOYED Better than your 9-5 Job, because you work on your own terms Easy to establish business with zero investment and unlimited possibilities Freedom Promoted as a Business MOMS If you’re already a consultant, then expand your portfolio of services by adding insurance to it ADDITIONAL INCOME FOR CONSULTANTS Always-on campaign like #BharoseKaAdvisor, positioning the advisor as a larger-than-life figure who secures others — inspiring more to become one Note that all the TVC/DVCs are also dubbed in vernacular languages Physical events like #BharoseKaTour to celebrate top advisors and showcase their success and perks of being advisor — inspiring others through digital sneak-peek shorts

SNAPSHOT OF YOUTUBE CONTENT ON GRABBING ATTENTION MAKING THE CAREER ACCESSIBLE FARMERS HOUSE WIVES You need not be an finance expert, anyone can be an insurance advisor UNEMPLOYED MOMS If you’re already a consultant, then expand your portfolio of services by adding insurance to it ADDITIONAL INCOME FOR CONSULTANTS MAKING THE CAREER ATTRACTIVE Better than your 9-5 Job, because you work on your own terms Easy to establish business with zero investment and unlimited possibilities FREEDOM PRIDE IN BEING ADVISOR It’s a NOBLE profession of protecting others future in same lines to that of soldiers or police PROMOTED AS A BUSINESS GIVING DEEPER MEANING TO CAREER Always-on campaign like #BharoseKaAdvisor, positioning the advisor as a larger-than-life figure who secures others — inspiring others to become one Note that all the TVC/DVCs are also dubbed in vernacular languages Purpose: Targeting potential advisors to propose them a new career TVC/DVC TVC/DVC TVC/DVC TVC/DVC TVC/DVC ALWAYS ON DIGITAL CAMPAIGNS

SNAPSHOT OF YOUTUBE CONTENT ON PEEK INTO ADVISOR LIFE UPLIFTMENT (CELEBRATING ADVISORS) SOCIAL PROOF AND VALIDATION Gratifing advisors through #BharoseKaTour and Pehla Shanivaar, Mera Parivaar to celebrate their dedication and showcase perks of being an advisor — inspiring others through digital sneak-peek shorts of events Curating recurring digital IPs like “Life Influencers” that recognizes the top performing advisors by shedding light on their success through interviews to encourage and boost morals of other advisors OFFLINE EVENTS DIGITAL IPs Purpose: Inspiring existing and potential advisors to unlock their full potential and aim higher Highlighting professional journey and financial success through tangible gains like a home or car, along with perks like timely training and sponsored upskilling (e.g., IIM courses) TESTIMONIALS tangible gains like a home or car, along with perks like timely training and sponsored upskilling (e.g., IIM courses) TESTIMONIALS Encouraging specially-abled individuals to become insurance advisors by showcasing inclusive support like exam fee waivers, audio study material, and the unique ability to empower others like them — proving that anyone can pursue this career

SNAPSHOT OF YOUTUBE CONTENT ON EMPOWERING ADVISORS ENLIGHTENING POTENTIAL ADVISORS Purpose: To educate advisors and equip them with right tools to be efficient and effective EDUCATING EXISTING ADVISORS webinars offer a deep dive into the insurance advisor role — decoding responsibilities, requirements, and the financial rewards of the career WEBINAR INFOGRAPHICS Digital infographic videos highlight key advisor role benefits — flexibility, incentives, and impact — making it appealing for those seeking autonomy and purpose Real-life app testimonials showing how it simplifies tasks, boosts productivity, and aids in accurate policy recommendations — driving higher app adoption TUTORIALS & EXPLAINERS Educating advisors on app features that simplify their work, boost efficiency, and enhance effectiveness Dubbed content* Dubbed content* Dubbed content* APP USAGE REVIEWS

POTENTIAL ADVISORS EXISTING ADVISORS SNAPSHOT OF YOUTUBE CONTENT ON GRABBING ATTENTION (TVC/DVC and Digital Campaigns) SNAPSHOT OF YOUTUBE CONTENT ON EMPOWERING ADVISORS (Webinar, Infographics, Tutorials, Reviews) SNAPSHOT OF YOUTUBE CONTENT ON PEEK INTO ADVISOR LIFE (Offline events, Digital IPs, Testimonials) MAKING THE CAREER ACCESSIBLE MAKING THE CAREER ATTRACTIVE GIVING DEEPER MEANING TO CAREER UPLIFTMENT (CELEBRATING ADVISORS) SOCIAL PROOF AND VALIDATION ENLIGHTENING POTENTIAL ADVISORS EDUCATING EXISTING ADVISORS CONTENT DISTRIBUTION ON YOUTUBE POTENTIAL ADVISORS EXISTING ADVISORS PROMOTED ORGANIC