HDFC Life takes pragmatic route for its ULIP

In its latest campaign conceptualised by Leo Burnett, HDFC Life takes the non-emotional route to explain the investment versus returns scenario

BestMediaInfo Bureau | Delhi | December 4, 2014

Click on the image to watch the TVC.

HDFC Life has launched a campaign targeted at the investor segment which is well-versed with ULIPs and is experienced in online buying. The campaign, created by Leo Burnett, aims to raise awareness about HDFC Life's second generation online ULIP, Click2Invest, which is a unique online unit linked insurance plan that offers not just financial protection, but also a range of investment options. This plan is cost-effective as it invests 100 per cent of the premium and only charges fund management fee (1.35%) and a risk premium for mortality cover.

The TVC shows a man evaluating the two large-sized apples in the room. He asks viewers if one apple is bigger than the other and whether it really matters. As he moves, it appears that the two apples are illustrations on the floor and the apple which earlier looked marginally bigger is actually substantially bigger in size compared to the other one. The man states that if one is far-sighted, a small difference in charges can make a big difference to the corpus money. The features and benefits of the product are explained on a tab. The easy buying process is also highlighted.

Sanjay Tripathy, Senior EVP – Marketing, Product, Digital and E-commerce, HDFC Life, said, “Click2Invest has been a game-changing plan for the life insurance industry. It passes all the benefits to customers by offering 100% premium investment with just fund management and mortality charges, no premium allocation, policy administration and discontinuance fee. On this aspect, it directly competes with ELSS mutual funds and, at the same time, retains all the flexibilities offered by ULIPs. This is the first time that we have created an ad that is not entirely based on the emotional quotient, but is banking more on a pragmatic ground of investment versus returns. When an investor puts his money in a financial product, his greatest concern is to know about the returns. We have used this very insight to communicate the simple message of the benefits of Click2Invest. The story of the ad is woven around the low charges and how over a period of time, the reduction in charges helps to build a bigger corpus, thereby making Click2Invest a superior investment plan over other ULIPs.”

Vikram Pandey

Vikram Pandey, Executive Creative Director, Leo Burnett, said, “ULIP investments are often subject to numerous charges. So, they do grow, but not to their best potential. This ad, in an innovative way, explains how a small difference in charges today can lead to a big difference in your final savings tomorrow.”

Apart from television, this film will be supported by other media such as print, OOH, DTH, cinema, with a significant focus on digital and social media.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative agency: Leo Burnett

Executive Creative Director: Vikram Pandey

Creative Director: Brahmesh Tiwari

Copy Writer: Neel Naik

Art Director: Amit Thakur

Production House: Perfect 10

Director: Raylin Valles

Producer: Shouvik Basu

Info@BestMediaInfo.com

Info@BestMediaInfo.com