Selling Insurance in a Recession!

The slowdown in the economy, has made consumers skeptical about financial institutions. So whether its investing in shares or in an insurance policy, you can expect the average investor to tighten the purse strings a bit. Shocked
But then, isn't this the best time to bond with consumers, and to build a relationship of trust. So if a Bajaj Allianz is now asking its consumers to rely on it and then 'jiyo befikar,' it is bound to appeal to the average investor, rather than some ad that talks about the multiple benefits of a plan. Is emotionally appealing to consumers the in-thing for insurers and other financial institutions, for now?