HDFC Life’s campaign features those who ‘bounced back to life’
The Leo Burnett campaign talks about survivor stories of Chef Amrita Raichand and Journalist Boria Majumdar
HDFC Life has launched a new ad film ‘Bounce back to life’, featuring real-life survivor stories to showcase the need for term insurance to financially protect ones family and loved ones when faced with unforeseen circumstances.
The route for the campaign is based on the insight that in a near death experience, the first thoughts that flash are always about family or loved ones and thus it's important to secure their future. The theme strengthens HDFC Life’s ‘Sar Utha ke Jiyo’ brand promise.
The campaign introduces real survivor stories of Amrita Raichand (Chef) and Boria Majumdar (Sports Journalist). Amrita survived the Mumbai terror attack and Boria is a survivor of a mid-air engine failure. They talk about living through these difficult experiences and learning how to cope in its aftermath. An important part of bouncing back from these incidents was realising the importance of spending time with their loved ones and protecting their future to ensure that they lead their lives with pride.
The penetration of insurance is low in India. While buying an insurance policy, people do not consider its core benefit – life cover or protection, rather they look for returns. Besides, people tend to believe that nothing is going to happen to them, without realising that life is uncertain. This campaign thus brings out the need for taking action now and not postponing the plans into an indefinite future.
Speaking on the thought behind the campaign, Senior Executive Vice President (Sales) and Chief Marketing Officer, Pankaj Gupta, said, "I am happy to share that our latest ad film addresses the need for protection and brings out one of the strongest essence of life – Hope. We, at HDFC Life, believe that real-life stories relate and connect to every human and helps driving a sense of urgency to evaluate financial decisions that can secure our future and enable a life of pride.”
Speaking about the campaign, Rajdeepak Das, Managing Director India & Chief Creative Officer Leo Burnett South Asia said: “This campaign brings very touching, powerful, human stories told with an impactful narrative, that I am sure will strike a chord with the audience. More so because; although these individuals have lived through a tragedy, our chronicle focuses on the positive way they have survived their individual ordeals and come out of it stronger and more optimistic. After all life needs hope, faith and love. This is a beautiful ‘HumanKind’ story.”
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