More than 8.6% of the Indian population is over 60 years of age, yet a majority of this population continues to work, to save their families the burden of supporting them. Only one-tenth of this population had enough money at the end of their careers to enable them to retire. Yet, very few members of the working population were willing to prepare themselves by planning out their retirement. Aegon Life, one of the premier Financial corporations in India, wanted to create awareness about this aspect.

As you progress in age, your eyesight deteriorates. To make people take note of our communication, we played on this aspect, twisting it around to say that as you progress in age, the price tag of every single thing becomes more visible - as you realize that there is no inflow of income, you are more frugal and inspect every element of your money outflow!