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Not '#YoungAndRestless': HDFC breaks preconceived notions about young India

07-October-2017
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Not '#YoungAndRestless': HDFC breaks preconceived notions about young India

HDFC Life Insurance Company has launched a digital ad campaign which focuses on the #YoungAndResponsible. This campaign aims to highlight the aspiring youth of today, who are responsible, believe in planning and are goal-oriented individuals.

The young generation comprises a large percentage of India’s total population, with more and more 25-30 year olds joining the workforce every year. With increasing disposable incomes and aspirations, they have become one of the most important drivers of India’s growing economy.
Among some sections, the prevailing perception of the young is that of a generation which is restless, has a casual manner, and an attitude of entitlement. However, this might not be the complete story. Research has revealed that the young generation in India is working harder than their peers from the rest of the world (Manpower Group Survey, 2017) and is also acquiring financial products at a faster pace when compared to older age groups (Neilson U&A Study, 2017).

In order to understand this gap between perception and reality, HDFC Life conducted a social experiment. This experiment, which is available as an online video, helps show that the Indian youth is hard working, dedicated to family and friends and ready to shoulder responsibilities. While they believe in living and experiencing life to the fullest, when it comes to achieving their goals and dreams, the young do believe that a certain amount of planning is required.
In this, people with a lot of life experience were invited to share their views of the younger generation. They were shown photographs of a few youngsters and then asked to describe their perception of them. Their feedback reiterated the prevailing perception of #YoungAndRestless.

Just when they thought the experiment was over, the participants actually got to meet the youngsters shown in the photographs. It is this journey of discovery that provides an insight into the real life and attitude of young India. The experiment challenges the ‘#YoungAndRestless’ myth to bring out the #YoungAndResponsible aspect, showing the current young generation as being more than just what they are perceived to be i.e. they are ambitious and have a definitive roadmap to achieve their aspirations.

Commenting on the new campaign, Pankaj Gupta, Executive Vice President-Strategic Alliances, Bancassurance and Marketing, HDFC Life, said, “#YoungAndResponsible, the overarching theme of our campaign, challenges the common perception that exists about the young generation’s approach to life. It shows that though the young generation might seem to be easy going and carefree, they are actually aware of their responsibilities. Research has also revealed that the young generation has increasingly shown an intent to purchase life insurance. The campaign, therefore, allows us to connect with the young generation in a meaningful manner by enabling us to address their needs.”

HDFC Life has roped in young achievers from different fields for this campaign – Harmanpreet Kaur, ace batswoman, Indian national cricket team and a recipient of the Arjuna Award, and Chintan Ruparel, Co-Founder of Terribly Tiny Tales. These young achievers are true examples of today’s youth who dream big and go on to achieve them with their hard work, passion and the right financial planning

The campaign will be led by the digital medium, which is the medium of choice of the young and will also be supported by Cinema, Livemedia screens and other platforms where such content is consumed by the young generation.

HDFC Life's new digital campaign has received over 1 crore video views, 7000+ shared and sparked 2,30,000+ engagements so far.


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