Case study · Product launch & brand identity · 2026
The Golden Key to Global Wealth.
Naming, identity and an integrated launch for India's first multi-currency life insurance plan, built around a single symbol.
- Client
- Ageas Federal Life Insurance
- Project type
- Product Launch, Brand Identity & Integrated Campaign
- Sector
- Life Insurance & Global Wealth (GIFT City, IFSC)
- Year
- 2026
- Channels
- Digital, Social, Print, Experiential & On-ground
- Scope
- Nomenclature, Brand Identity, Website, Launch Campaign, Social, Print Collaterals
The Brief
Ageas Federal Life Insurance was launching India's first multi-currency life insurance plan. Offered through GIFT City, it lets customers invest and hold wealth in USD, EUR and GBP within a single policy. This was not a variation on an existing product. It was a new category, aimed at globally minded Indians, NRIs and families whose goals are priced in global currencies, such as an overseas education, a home abroad or long-term security.
The challenge was to name the product, build its identity from scratch and launch it in a way that made a complex financial product feel premium, easy to grasp and memorable. Every touchpoint, from the first teaser to the post-launch installations, needed to feel like part of one story.
The idea
A breakthrough product needed a breakthrough metaphor.
We built the entire launch around one symbol: the Aurum Golden Key. It became the visual anchor, the storytelling device, the experience trigger and the long-term recall asset.
Category creation, not product extension. Traditional plans operate in one currency. Aurum Advantage operates across currencies, and the Key is how people understand that in a single glance.
The Key & its world
A door that opens onto global wealth.
The key stands for access, for unlocking a door that was closed before. It is the moment Indian investors can step beyond a single-currency portfolio and grow their money across the world's leading currencies.
Access
An ornate golden key, crowned with the Ageas 
No borders
Space has no borders, so it captures wealth that is not limited by geography, and adds scale, aspiration and a sense of vast possibility.
Growth in motion
Golden sparkles trail from the Key, suggesting prosperity and value being released, as if unlocking were already setting wealth in motion.
Logo concept & colour
Aurum: Latin for gold.
Primary lockupThe name Aurum comes from the Latin word for gold, the oldest universal store of value and a currency understood across every border. It suits a plan built on global wealth. The descriptor "Advantage" positions the plan as an edge, not just another policy.
The wordmark is clean, modern and lowercase, so it feels approachable while still premium. Its key feature is a gold arrow integrated into the letterforms that points upward, representing growth: wealth that rises and moves forward.
The palette takes its cue from the Ageas Federal parent brand. Signature purple and orange keep Aurum connected to the master brand's trust and familiarity, while a refined gold gives Aurum its own premium, wealth-led personality.
A three-phase rollout strategy
One product. One symbol. One scalable idea.
| Phase | Objective | Role of the Key | Online | Offline |
|---|---|---|---|---|
| 01Pre-Launch | Build curiosity & intrigue | Tease the unlock | Pre-launch mailer, social teasers | Teaser standees |
| 02Launch | Establish authority & credibility | Reveal the Key | Launch mailer, social launch | Launch event, Privilege Card, Key Features Wall, brochure, standee |
| 03Post-Launch | Sustain momentum & deepen engagement | Own the Key | "Who is it for?" social series | Key Holder award, Golden Key installations |
Tease the Key
Pre-LaunchThe Key appeared as a powerful but unexplained symbol. It signalled access and withheld detail, building intrigue without revealing the full proposition.
"Something powerful is about to unlock."
Reveal the Key
LaunchThe product was unveiled with a ceremonial moment. Mailers, social posts and print carried the full proposition, and the Key moved from mystery to meaning.
"The Golden Key to Growing Your Global Wealth."
The Aurum Key Moment
Instead of a ribbon being cut, an oversized vault door was physically unlocked with the Aurum Golden Key, marking the official opening of access to Aurum Advantage.
- Closed-door sessionsLaunch sessions for select customers
- Guided walkthroughOf Aurum Advantage, after the unlock
- One strong visualFor internal and external communication
Own the Key
Post-LaunchThe Key evolved from symbol to ownership, and from awareness to participation: Privilege Cards for customers, Key Holder trophies for Relationship Managers, and Golden Key installations at premium malls and international airports.
From "Unlock" to "Own the Key."
Airport installation · 12 ft
Golden Key installation
Visitor, for scale
Golden Key installations
A monumental metallic Golden Key became a brand landmark at premium malls and international airports, speaking directly to NRIs and global travellers in high-dwell zones.
- Scan the Golden KeyQR-led engagement to explore the plan or book a consultation
- Key reveal filmPlays alongside the installation
- Consistent formThe same Key everywhere, for recall
Collateral 01 · Launch film
The Key, in motion.
The launch animation carries the campaign world on screen: the Golden Key drifting through a purple galaxy, the unlock, a keyhole over India lit up at night, and the Aurum and Ageas Federal sign-off.
Collateral 02 · Features film · Conceptual storyboard
Unlock a world without limits.
The Golden Key streaks through the galaxy, unlocks a cosmic vault and reveals the plan's features one glowing screen at a time, ending on the Aurum Advantage logo in space.
Sc 01The streak
The Key shatters an invisible barrier, breaking traditional financial borders.
"The key to growing your global wealth is finally here."
Sc 02aThe slipstream
The camera rides the golden slipstream toward a floating vault.
Sc 02bThe vault
A massive, premium metallic vault door in space.
Sc 02cThe unlock
The Key inserts itself and unlocks the vault.
"It's time to unlock a world without limits."
Sc 03aUSD · EUR · GBP
The doors swing open on huge 3D currency symbols.
"Enter the Aurum Advantage."
Sc 03bThe screens
Floating feature screens return, borders glowing green.
Sc 04Currency of choice
Screen 1: a compass locking onto a target.
"Anchor your wealth in the currency of your choice."
Sc 05Tax-free maturity
Screen 2: a glowing gold shield.
"Enjoy 100% Tax-Free Maturity benefits*."
Sc 06Partial withdrawals
Screen 3: an open, glowing gateway.
"Access your capital with zero-cost partial withdrawals."
Sc 07Smart Fund Strategy
Screen 4: peaks captured and locked into a vault.
"Secure your market gains automatically."
Sc 08Growth + life cover
Screen 5: a trendline in a protective sphere.
"Market-linked wealth creation with built-in life cover."
Sc 09Legacy
Screen 6: a golden family tree spanning the globe.
"And secure a seamless, multi-generational legacy."
Sc 10The logo in space
We fly past the last screen to the Aurum Advantage logo.
"A Smart Multi-Currency Wealth Plan. Unlock your global wealth potential today."
These visuals show the conceptual layout of the film. The final sequence will be adjusted according to feedback.
Collateral 03 · Animation film storyboard
Every global milestone, one plan.
A narrative animation following Mira, an NRI in the US, and three generations of her family across two continents, ending with the Golden Key delivered to her door.
Sc 01Meet Mira
A crisp morning in a US suburban home. Mira and her husband look at a tablet together at the kitchen island.
"Like many NRIs building their lives abroad, their hearts and their financial goals span across the world."
Sc 02Evening in India
The camera pushes into the iPad, revealing a video call with Mira's parents in their softly lit living room.
"Multi-Asset Choice for stable funds, while Whole Life Coverage up to age 99 guarantees a lasting legacy."
Sc 03The rocket
The younger son grabs his toy rocket and runs toward the study. The camera follows him.
"When the kids are ready for a global university, Mira can tap into her funds using zero-cost Partial Withdrawals."
Sc 04aThe globe
In the study, his older sister places a pin on a large world globe.
Sc 04bSnack break
Mira's husband walks in with a snack and turns to look back toward the kitchen doorway.
"As high-earning professionals, they maximise their wealth's compounding with Tax-Free Maturity benefits*."
Sc 05Three generations
Mira holds up the iPad, bringing all three generations into one shot. A golden timeline animates across the bottom.
"Distance doesn't matter when your wealth is connected. The plan rewards long-term discipline with annual Loyalty Additions."
Sc 06The delivery
A doorbell chimes. Mira opens the door to a sharply dressed executive holding a velvet-lined box.
"Unlock your global legacy today."
Sc 07The Golden Key
The ornate Golden Key rests in the box. The 'a' logo gleams, sparkling with subtle stardust.
"One multi-currency plan. Every global milestone met."
Sc 08End card
Cut to the deep purple Ageas Federal end card.
Storyboard frames are AI-generated previews. Character and wardrobe details will be finalised in the production render.
The outcome
A new category, introduced through a symbol anyone can read.
From the first teaser to the 12 ft installations, every touchpoint laddered back to the Golden Key. A complex multi-currency product arrived feeling premium, easy to grasp and memorable, and Aurum sits within the Ageas family while standing on its own as a flagship global product.
Tease the Key.Reveal the Key.Own the Key.
Scope of work
- Naming
- Product nomenclature
- Identity
- Complete brand identity
- Web
- Landing page & form-filling journey
- Web
- Claim intimation page
- Campaign
- Pre-launch, launch & post-launch
- Social
- Teasers, launch posts, "Who is it for?" series
- Pre-launch & launch mailers
- One-pager, brochure & filing documents
- Experiential
- Launch event, Key Features Wall, standees
- Experiential
- Privilege Card & case, Key Holder award
- Experiential
- Mall & airport installations
- Film
- Banner, launch film & two film storyboards
