PNB MetLife has refreshed its brand positioning with the launch of a new integrated campaign titled ‘Always Ready for Life’, aimed at strengthening awareness around life insurance and long-term financial readiness. The campaign features Indian international cricketer Smriti Mandhana as the face of the initiative.

With this new positioning, PNB MetLife seeks to shift conversations beyond insurance as a reactive product, instead highlighting it as a proactive enabler that allows individuals to confidently pursue life’s milestones. The campaign underscores how thoughtful financial preparation can create a sense of freedom-allowing people to focus on opportunities, aspirations, and what truly matters.

Commenting on the campaign, Sourabh Lohtia, chief marketing and communications officer at PNB MetLife, said the idea stems from the belief that preparedness transforms the way people experience life. He noted that the brand aims to simplify financial planning for Indians, positioning insurance as a tool that turns future milestones-whether personal or professional-into moments to look forward to rather than worry about.

The association with Smriti Mandhana is designed to resonate strongly with millennials and younger audiences. Drawing parallels between sport and life, Mandhana shared that just as athletes study conditions and plan strategies before every match, individuals must prepare financially for different phases of life. She emphasized that life insurance forms a strong foundation-supporting goals such as building a career, starting a family, buying a home, or planning a secure retirement.

The ‘Always Ready for Life’ campaign is being rolled out across multiple touchpoints, including television, YouTube, Meta platforms, OTT services, Google Display, and prominent outdoor media. Through this wide-reaching presence, PNB MetLife aims to reinforce the message that financial readiness is not a one-time decision, but a lifelong mindset.