EFU Life Assurance Ltd, the largest private sector life insurance company, has launched a massive media campaign – “Life mein Kamal karna zaroori hai”. The campaign aims to reinvent the face of life insurance advertising in Pakistan and moves away from the traditional methods of advertising through fear-appeal, rather focuses entirely on the positives in life. Building on the basic bigger idea of when a man does something great for his family, he becomes a hero not only for his family, but the entire world, EFU Life has taken this concept further linking to his action of securing his family’s future through a life insurance policy. The campaign has been launched on a 360 degree scope, with a presence on all mediums – TV, Radio, Print, Outdoor, Social and Digital. This sustained duration of the campaign will further solidify EFU Life’s brand positioning. The creative agency behind the concept and its execution is JWT Pakistan. EFU Life believes that its investment in this mass level marketing campaign will fulfill the larger national cause of creating awareness about the importance and benefits of financial planning and life insurance for every Pakistani and his family.