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HDFC Life takes day-to-day life analogies to connect with customers

16-August-2014
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HDFC Life takes day-to-day life analogies to connect with customers

HDFC Life has launched a new advertising campaign to raise awareness about its new plan, Click2Protect Plus, an extension of its flagship term plan Click2Protect. Click2Protect Plus, a traditional, non-participating pure term insurance plan, comes with multiple additional benefits and options to choose from.

Commenting on the new campaign, Sanjay Tripathy, Senior EVP – Marketing, Product, Digital & Ecommerce, HDFC Life said, “Following the launch of HDFC Life Click2Protect Plus, our new term insurance plan, we have embarked on this new ad campaign to spread awareness about the importance of having a term plan that is flexible enough to help the buyer customise it as per his needs. For example, we understood that as life’s responsibilities grow, there is a need to increase life cover too. Most term plans don’t allow this, while with Click2Protect Plus, the customer has the option to increase life cover at key milestones such as marriage or the birth of a child.”

He further said, “We also realised that more often than not, when people receive a large sum of money at once, they don’t know what to do with it. This money often gets frittered away and then there is a shortfall again. With this plan, the beneficiary has the flexibility to receive the claim amount in lumpsum and monthly payouts, thereby ensuring that they will always be provided for. Both our ads illustrate the feature benefits using simple real life analogies and reinforce our brand promise of ‘Sar Utha Ke Jiyo’.”

Vikram Pandey, Creative Director, Leo Burnett elaborated, “The life insurance category is a complicated one, where people often tune out when technical features of policies are explained. The HDFC Life Click2Protect Plus campaign was an effort to explain the policy features simply, yet emotionally.”

HDFC Life plans to take its new campaign to the customer through different platforms and intensify the brand experience. Apart from television, this film will be supported by other media such as print, OOH, DTH, and cinema, with significant focus on the digital and social media.

Campaign Credits:
Creative agency – Leo Burnett
Creative Director – Vikram Pandey/ Brahmesh Tiwari
Copywriter – Brahmesh Tiwari
Art Director – Amit Thakur
Production House - Equinox
Director – Ram Madhvani

Watch the ads here…
 



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