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'I love my family, do you?' asks HDFC Life

The second leg of the campaign comprising five TVCs conceived by Leo Burnett India is out now

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BestMediaInfo Bureau
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'I love my family, do you?' asks HDFC Life

'I love my family, do you?' asks HDFC Life

The second leg of the campaign comprising five TVCs conceived by Leo Burnett India is out now

BestMediaInfo Bureau | Delhi | January 30, 2012

publive-imageAfter breaking its online campaign over the weekend, HDFC Life has launched TVCs to raise awareness about its new product, Click2Protect. The campaign highlights its online term insurance plan and the convenience with which one can buy insurance to protect the family.

Commenting on the new campaign, Sanjay Tripathy, EVP and Head, Marketing & Direct Channels, HDFC Life, said, “Following the launch of HDFC Life Click2Protect, our new online term insurance plan, we have embarked on this new marketing campaign to spread awareness about the importance of an online term plan, the needs they cater to, and how they are relevant to a consumer's life.”

“The expression 'I love my family, do you?' is derived from the insight that for Indians family comes first and they want to secure their family's current lifestyle, dreams, goals even when they are not around. The entire campaign comprises five films addressing the most important need at different life-stages of the bread earner including securing old parents, marrying and securing one's spouse, birth of a child, maintaining a comfortable standard of life and managing liabilities like home loan,” Tripathy added.

On the completion of the campaign, KV Sridhar, National Creative Director, Leo Burnett, said, "The campaign stems from a simple truth -- if we love someone, then we'll ensure that he/she will never have to suffer after we're gone. Since 'term insurance' as a product is designed to protect the family from any financial downfall in case of untimely demise of the policyholder, the above-mentioned truth lends itself meaningfully to the creative idea. It is simple -- if you really love your family, you will sign up for term insurance, which translates into a man proudly wearing the badge of 'I love my family' and the things he does to ensure that at every stage of life his family is well protected. The campaign showcases the benefits of term insurance at every stage of one's life in an engaging manner."

The five films are centered round a protagonist and the ways he has chosen to secure his family -- his parents, wife and children at different stages of his life. All the five ads trigger the conversation that to really ensure complete financial security of loved ones forever, one needs to plan ahead – a thought articulated as “Ab mein bhi sar utha ke kah sakta hoon… I Love my Family” in a powerful campaign message.

The USP of the campaign is the dominant tag line which maintains the initial core essence of the brand, i.e., 'self-respect and financial independence.' Click2Protect offers the convenience of a simple, fast, convenient, transparent and cost-effective way of buying a life insurance plan.

HDFC Life plans to take its new campaign through different platforms and intensify the brand experience. Apart from television, this film will be supported by other mediums such as print, OOH and digital medium.

The TVCs:

Credits:

Creative agency - Leo Burnett, Mumbai

Executive Creative Director: Rajesh Mani

Creative Director: Manan Mistry

Copywriter: Kumar Sawant, Shatrughan Tripath, Rajesh Mani

Art Director: Manan Mistry

Production house: Code Red films

Director: Gajraj Rao

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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