After successfully defining and building the core proposition of ‘Zaroori Hai’ through an earlier campaign, the brand took over communication in-house. However, this led to a period of inconsistent messaging that failed to deliver results. In 2024, Aasaan Will came back to us with the challenge of reinforcing their core proposition of “ease of will creation” and re-engaging audiences in previously activated markets—while driving meaningful conversions.

While will-making is often avoided due to cultural taboos and perceived legal complexity, key life milestones — like marriage, parenthood, or buying a home—can make people more open to planning for the future.

We refocused the campaign on high-awareness markets with strong conversion potential. Messaging tapped
into key life milestones while exaggerating the “ease” of the process to counter legal misconceptions. The campaign maintained an emotionally resonant tone and reaffirmed the brand’s promise: making a will is not just Zaroori—it’s Aasaan. The result: a 100% increase in sales compared to previous releases.