One Crore Challenge | Exide Life Insurance

An award-winning brand experiment designed to spark real conversations around life insurance. We created a high-stakes emotional experiment where a husband was made to "go missing" for a day — leaving his wife to confront the reality of life without him. Her concern, fear, and eventual reflection formed the heart of the film, bringing the message home: “If something happens to you, what happens to them?”

The campaign was bold, disruptive, and deeply human — winning Smarties Gold and ECHO Gold, and generating strong impact in awareness and brand sentiment.