We've taken a multi-media approach for our #BounceBack campaign: Pankaj Gupta, HDFC Life

Gupta, Sr Executive Vice President (Sales) & CMO at HDFC Life, talks about the latest campaign, innovative strategies, influencer marketing and more

e4m by Nafisa Shaheen
Updated: Feb 13, 2020 2:38 PM

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Pankaj Gupta

HDFC Life is back with a new campaign that speaks about bouncing back from life's setbacks, instead of letting them bring you down.  The company is known for its emotional campaigns, which strike an emotional chord with customers.

'#BounceBack' has been used as a theme in the brand's recent campaigns. It further strengthens the brand promise of HDFC Life’s "Sar utha ke jiyo !’" This ad film is based on an endearing father-daughter story that conveys the importance of bouncing back from setbacks to achieve success in life. HDFC Life believes that this is a natural fitment with the category as life insurance. It is a financial savings instrument that enables families to bounce back when faced with adversities in life. 

Exchange4media had an interaction with Pankaj Gupta- Sr. Executive Vice President (Sales) & CMO) at HDFC LIFE over their latest campaign and the innovative strategies involved in leveraging it.

Edited Excerpts:-

Tell us more about HDFC Life's latest #bounceback campaign?

The insight for this campaign comes from the fact that as a society, we tend to glorify success. However, what does not get highlighted is that, on this path, one often needs to overcome setbacks. In today's world where we see many students struggling due to academic and parental pressures, this fact becomes even more important. HDFC Life believes that while it is critical to financially secure the future of our loved ones, it is also important to prepare our young generation to overcome setbacks, thereby enabling them to live a life of pride. Hence, we have taken this route to communicate this important lesson.

What innovative marketing and advertising strategies are being applied to leverage the campaign's reach?

The strategy is twofold. Phase one will focus on visibility and reach for our film and message while phase two will drive conversations around the theme of BounceBack.

This campaign is primarily TV led with a strong presence in print, OOH, cinema, DTH and digital. We have followed a multi-media strategy for the campaign in our top markets.

What has been the overall marketing budget for this campaign?

We spend a significant proportion of our annual marketing spends to drive visibility in these crucial business months. In this campaign too, we have ensured that we cover all areas and reach out to our target audience in maximum locations.

Who is your target audience?

Life insurance is a critical product for every individual with responsibilities. It offers the dual benefits of financial protection and long-term disciplined savings. Hence, we aim to reach out to adults in the age group of 30-45 years in a meaningful manner. The objective is to reach out to individuals who are decision makers and the key influencers in a family’s financial planning process. At HDFC Life, we believe that we have a responsibility – to educate our target audience on the importance of financial protection for securing themselves and their loved ones.

What is the company's take on influencer marketing? Any plans of having a celebrity as a star campaigner?

Influencer marketing has become increasingly popular in today’s time. With the rise of social media and word-of-mouth marketing, it is a great way to connect with customers, enhance brand awareness and boost relevance. We have associated with influencers in our past campaigns. However, it essentially depends on whether the story has an inherent resonance with the influencer.

Often, when you watch a celebrity speaking about what they faced in life, you connect with them, you start noticing what is happening in your own life. Through the celebrity’s experience you start relating and possibly making changes or improvements that help you in your own life. Life insurance is one such instrument. When you get to know a real story of how it helped another, you realise the importance of the product for yourself.

For instance, in our Liar Mirror campaign, Lisa Ray and Suresh Menon who are real-life critical illness survivors revealed how they appeared completely fit from the outside, but were diagnosed with serious ailments. The ad shows the survivors talking about the need to take a look inside and prepare financially to face any potential adversities. 

Our previous BounceBack campaigns have been based on real-life stories of Darpan Inani (highest rated visually impaired chess player in the country), Amrita Raichand (chef and survivor of Mumbai terror attack) and Boria Majumdar (sports journalist and survivor of a mid-air engine failure).

 

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