There is one death, every 4 minutes due to a road accident in India.Despite this, insurance penetration in India is low, with people still unaware of the different life insurance products available to them. Sometimes #ItsNotYourFault is a campaign that sought to generate awareness and educate the audience about the concept of riders, its importance and the need to take life insurance with riders.Taking an emotional approach, the campaign created a video series that showcased micro tales of how a person falls victim to an accident that was not their fault. The videos were based on real life incidents and insights that linked back to the product, making them factually relevant as well.These videos were shot in a hyper-lapse format with each incident depicted on the placard. The creative treatment signified the emotional imbalance of people affected and how time stands still for them and their family even as life moves on for others.CreditsProduction House & Agency: Wat Consult Sahil Shah - Vice President, Operations - Wat Consult Sabiha Khan - Assistant Vice President, Account Planning & Strategy - Wat Consult Manu Bhadane - Assistant Vice President, Video - Wat Consult Daniel David – Senior Account Manager – Wat Consult Trishaela Nair – Account Manager – Wat Consult Ishpreet Chandock – Account Manager – Wat Consult Sharon Lewis – Client Servicing – Wat Consult Ishpreet Chandock – Copywriter -Wat Consult Anindita Mukherjee- Director Of Photography – Wat Consult Apurva Mehta- Production Manager - Wat Consult Richa Verma - Production Handler- Wat Consult Arshiya Qureshi - VO artist Vishal Barve and Rishabh Shukla - Editor - Wat ConsultShweta Kadam - Designs - Wat Consult