The last 18-20 years have been a roller coaster ride for financial services advertising—from big bang IPO ads to big budget logo change ads by banks, we saw a lot of action. Interestingly, mutual funds and insurance advertising stood out by presenting unique stories. Two of the most memorable advertisements in this period would be the campaign for ICICI Pru Life Insurance which urged a young man to plan to retire, not from life but from work. Set to evocative music and words, it touched a chord with many a young man caught in the rat race of success and wealth.