ICICI Prudential recognised that Indians do not invest for their own future. They’d rather plan for a house, children’s education and even marriage, but only a few will plan for life after retirement.

BRIEF: Get people excited and aware of an exciting life after retirement.

IDEA: Retirement – the world’s best job, where one can learn what the can do to simply retire from work, not life.

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AWARDS: 2009 – Goa Fest: Silver Metal, Interactive category