HDFC Life is all set to launch a unique experiential campaign clubbed with digital media, titled 'Model of Happiness' across six malls and twelve corporate parks in Delhi, Pune, Bangalore, and Mumbai. This campaign is aimed at encouraging urban Indian women to be financially independent.
This month long activity will start from September 22, 2012.
This platform will showcase real stories of women, who have been able to shower happiness to their loved ones, thereby helping every woman find true value for herself because of her financial freedom.
Commenting on the campaign initiative, Sanjay Tripathy, EVP and Head – Marketing and Direct Channels, HDFC Life said, “Targeted at urban working women, our new experiential campaign aims to capture real moments of happiness of these women. We believe that representations of a woman as ‘Model of Happiness’ works on both, the inspirational and relatable dimensions for our target audience. They can find an immediate connect with the smart financially secure women featured in the video, get inspired by their lives and get motivated into action. We are keen to bring these stories to life in line with our brand philosophy ‘Sar Utha Ke Jiyo', empowering women to be financially secure and be a source of happiness to their families and inspire others too.”
The experiential campaign presents a platform for women across key cities to narrate the happiest moment in their life in a public forum. Approximately 12ft x 12ft video booths will be installed inside key malls and corporate parks. The booth will represent a mini film set with iconic movie elements in place like a ‘Director’ chair and lights, trussing to attract even those women who haven’t yet seen the sample videos. Each urban woman, who has been a 'Model of Happiness' in her family, can create her own personal video film about her story in these booths.
All these videos will be uploaded on the company's new microsite and Facebook page. Each woman is also encouraged to share the same on her personal Facebook page and Twitter handle so that she becomes a lobbyist of her own videos and stories to inspire others.
HDFC Life plans to feature the best videos in OOH screens and cinemas across the country as a larger appeal will help percolate the inspiring actions of these women to million others. The best videos will be judged by an HDFC Life selection panel and on people’s choice via likes received on the company social media's pages, where the videos will be posted.
The six malls where the activation will take place are Ambience Mall, DLF Prominade in Delhi; Forum Mall in Bangalore; Infinity Mall and High Street Phoenix in Mumbai; and Inorbit Mall in Pune.