ata AIG Life Insurance's new campaign focuses on the quintessential urban Indian who is caught in the rat-race. In the busy schedule of day-to-day life, it's very likely that decisions of investment and monetary protection get postponed. The message being communicated is that such delays lead to regret and that the right time to act is - now.

The creative execution for the new TVC utilises the concept of reverse ageing. The ad begins with the close-up of an old man's face. As he looks into the camera, his voice, lists out all the 'if-onlys' in his life. While his voice progressively gets younger, his face reflects myriad emotions, as he reacts to his thoughts and regrets. It is then that we see that the man is actually a young executive seated in his office. He suddenly gets up to leave, and when a colleague questions him, he says he has an important meeting - with his family.... more