Created by MoMantra, ‘A Promise That Stands When It Matters Most’ draws on a real family’s story to highlight the role of trust in life insurance.
Shriram Life Insurance has launched a new campaign, ‘A Promise That Stands When It Matters Most’, shifting the focus from what a life insurance policy promises to how that promise is fulfilled when families need support the most.
Created by creative agency MoMantra, the film follows a real family through a difficult period, highlighting its experience with the insurer’s claims process. Rather than relying on conventional messaging around financial protection, the campaign uses the family’s story to demonstrate how a claim settlement can shape a customer’s perception of trust.
The narrative underscores a key message: the value of life insurance is truly realised when a claim is made and the insurer delivers on its commitment. The film also features the company’s Smart Suraksha Card, which enables customers to access policy details more conveniently.
Shriram Life Insurance’s claims performance provides the backdrop to the campaign. The company reported a combined individual and group claim settlement ratio of 99.12% in FY 2025–26. It also stated that around 94% of eligible, non-investigative claims are settled within 48 hours.
Commenting on the campaign, Casparus J.H. Kromhout, MD and CEO of Shriram Life Insurance, said the film was designed around a real family and its experience, emphasising that the speed and fairness of claims handling are central to building trust.
With this campaign, the insurer brings a human perspective to a category often defined by policy features and promises, placing the customer’s experience at the centre of its communication.
