HDFC Life, one of India’s largest insurance players, has unveiled yet another impactful multi-media brand campaign. With ‘Apno ko apne dum pe jeena sikhao’ as the proposition for the campaign, the film reinforces the importance of self-reliance along with financial independence.
Over the years, the role of the earning family member has changed immensely; it has transcended the traditional values of just being the person who takes care of household finances. Today’s men also work towards shaping their family’s values, enabling their families to live a life of pride.
Through a moving story of a girl’s journey from being an overprotected daughter to a confident woman thanks to her husband who taught her the values of independence and self-reliance, HDFC Life, once again, reinforces its brand belief – ‘Sar Utha Ke Jiyo!’
Leo Burnett India has conceptualised and created this new campaign.
Speaking about the campaign, Sanjay Tripathy, Senior Executive Vice President and Head - Marketing, Analytics, Digital and E-Commerce, HDFC Life, said, “Over the years, the category has side-stepped the real reason for buying insurance. Through this hard-hitting campaign, we wanted to go back to the basics of why insurance is purchased in the first place; to protect your loved ones and their dreams from untoward uncertainties. HDFC Life has always stood for ‘Sar Utha Ke Jiyo’ – living an independent life of pride. Focusing on the evolution of a woman and her journey to self-reliance, the new brand campaign will further the ‘pride’ proposition which is widely recalled and resonates with our audience.”
Adding more perspective on the campaign, Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia, said, “It’s a story of a young woman’s journey from a dependent daughter to an independent woman. She is able to transform because of her husband’s belief in her. The story has been told from the father’s point of view, and I believe the campaign makes the impact we aimed to make.”
Apart from TV, the film will also be released on DTH, Cinemas, OOH, Digital, Social media and on ground.
Chief Creative Officer, South Asia: Rajdeepak Das
Executive Creative Director: AmanMannan, Pravin Suthar
Art Director: Vijay Kumbhar
Executive Planning Director: Ajeeta Bharadwaj
Brand Planning Director: Amrita Chatterjee
Business Head: Oindrila Roy
Brand Director: Sharon Thambi
Brand Associate: Rhea Amin
Production House: Red Ice Films
Executive Producer: Gary Grewal
Director: Vibhu Puri
Producer: Basabdatta Das Gupta
Music: Hanif Shaikh
HDFC LIFE TEAM
Senior Executive Vice President – Marketing: Sanjay Tripathy
Vice President, Marketing: Pritika Shah
Senior Manager, Marketing: Govind Krishna S.
Deputy Manager, Marketing: Ragini Sabnavis