The campaign, conceptualised by Leo Burnett, communicates the flexibility of the plan and also the fact that it allows people to customise it according to their needs
The campaign, conceptualised by Leo Burnett, communicates the flexibility of the plan and also the fact that it allows people to customise it according to their needs
HDFC Life, one of India's leading life insurance companies with a strong online presence, has launched a new campaign to raise awareness about its new plan, Click2Protect Plus, which is an extension of its flagship term plan, Click2Protect.The campaign, conceptualised by Leo Burnett, comprises two films communicating the flexibility of the plan and the fact that it allows people to customise it as per their needs.
Vikram Pandey
Vikram Pandey, Creative Director, Leo Burnett, said, “The life insurance category is a complicated one, where people often tune out when technical features of policies are explained. The HDFC Life Click2Protect Plus campaign is an effort to explain the policy features simply, yet emotionally.”
The first film shows the husband (Subodh) walking up with a laptop to his wife who is chopping tomatoes. He takes the chopping board from her and gives her the laptop asking her to understand the insurance policy he is buying. On looking at the online form, she curiously asks him as to why there is an option to increase life cover. On a completely unrelated topic, he tells her that a couple of more friends are expected for dinner. She in turn asks him to take more out tomatoes since more people are coming. As soon as she says this, it is revealed that she is pregnant. She immediately realises that she's got her answer. The husband then tells her that this product feature is there so that she will never have a shortfall of anything in life. The TVC ends with a voiceover that says 'With increasing responsibilities in life, increase your life cover with HDFC Life Click2Protect Plus'.
The second film is a continuation of the first film. The wife this time asks Subodh as to why there is an option to receive claims in lumpsum plus monthly payouts. The husband again responds with a completely unrelated topic. He tells her that he has ordered 10 crates of mangoes at one go. She immediately disapproves and tells him to get three crates first and then the rest little by little, or else she will unnecessarily distribute them. The moment she says this, it strikes her that again she has the answer to her question! He reassuringly tells her that just as she'll never have the problem of managing a lot of money at one go, she will never have to ask anyone for money either. The voiceover then states: 'For big responsibilities and monthly expenses, now receive claims in lumpsum plus monthly payouts with Click2Protect Plus'.
Sanjay Tripathy, Senior EVP – Marketing, Product, Digital & Ecommerce, HDFC Life, said, “Following the launch of HDFC Life Click2Protect Plus, our new term insurance plan, we have embarked on this new ad campaign to spread awareness about the importance of having a term plan that is flexible enough to help the buyer customise it as per his needs. For example, we understood that as life's responsibilities grow, there is a need to increase life cover too. Most term plans don't allow this, but with Click2Protect Plus, the customer has the option to increase life cover at key milestones, such as marriage or the birth of a child. We also realised that more often than not, when people receive a large sum of money at once, they don't know what to do with it. This money often gets frittered away and then there is a shortfall again. With this plan, the beneficiary has the flexibility to receive the claim amount in lumpsum and monthly payouts, thereby ensuring that they will always be provided for. Both our ads illustrate the feature benefits using simple real life analogies and reinforce our brand promise of 'Sar Utha Ke Jiyo.”
The TVCs:
Credits:
Creative Agency: Leo Burnett
Creative Directors: Vikram Pandey, Brahmesh Tiwari
Copywriter: Brahmesh Tiwari
Art Director: Amit Thakur
Production House: Equinox
Director: Ram Madhvani
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