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HDFC Life's new campaign reinforces importance of self-reliance

The multi-media campaign conceptualised by Leo Burnett India with the proposition 'Apno ko apne dum pe jeena sikhao' also stresses the importance of financial independence

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HDFC Life's new campaign reinforces importance of self-reliance

HDFC Life's new campaign reinforces importance of self-reliance

The multi-media campaign conceptualised by Leo Burnett India with the proposition 'Apno ko apne dum pe jeena sikhao' also stresses the importance of financial independence

BestMediaInfo Bureau | Mumbai | February 10, 2017

HDFC-Life Click on the Image to watch the TVC.

HDFC Life has unveiled another multi-media brand campaign with 'Apno ko apne dum pe jeena sikhao' as the proposition. The film reinforces the importance of self-reliance along with financial independence. Leo Burnett India has conceptualised and created the campaign for the brand.

Over the years, the role of the earning family member has changed immensely; it has transcended the traditional values of just being the person who takes care of household finances. Today's men also work towards shaping their family's values, enabling their families to live a life of pride.

Through a moving story of a girl's journey from being an over-protected daughter to a confident woman, thanks to her husband who taught her the values of independence and self-reliance, HDFC Life once again reinforces its brand belief –Sar Utha Ke Jiyo!

Sanjay Tripathy Sanjay Tripathy

Speaking about the campaign, Sanjay Tripathy, Senior Executive Vice-President and Head, Marketing, Analytics, Digital and E-Commerce, said, “Over the years, the category has sidestepped the real reason for buying insurance. Through this hard-hitting campaign, we wanted to go back to the basics of why insurance is purchased in the first place; to protect your loved ones and their dreams from untoward uncertainties. HDFC Life has always stood for 'Sar Utha Ke Jiyo' – living an independent life of pride. Focusing on the evolution of a woman and her journey to self-reliance, the new brand campaign will further the 'pride' proposition which is widely recalled and resonates with our audience.”

Adding more perspective to the campaign, Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia said, “It's a story of a young woman's journey from a dependent daughter to an independent woman. She is able to transform because of her husband's belief in her. The story has been told from the father's point of view, and I believe the campaign makes the impact we aimed to make.”

The film opens with a lady arranging something in her cafe, while her father is gazing at her. The film goes to flashback. Various shots of the father-daughter duo are shown with a voiceover that says men work for two reasons -- to make sure that their daughters keep smiling and that there's no reason to worry for them. The man recollects the time when his daughter called him to inform him about his son-in-law's death. What followed between the father and daughter was a conversation when the daughter informs him about taking forward her deceased husband's wish of owning a cafe. She informs him that the money for the cafe is no concern as he had planned for all uncertainties. The film ends with the brand's 'Sar Utha Ke Kiyo' thought.

Apart from TV, the film will have legs on DTH, cinemas, OOH, digital, social media and on-ground.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2017/02/HDFC-Life.jpg

Credits:

Client side:

Senior Executive Vice-President, Marketing: Sanjay Tripathy

Vice-President, Marketing: Pritika Shah

Senior Manager, Marketing: GovindKrishna S.

Deputy Manager, Marketing: Ragini Sabnavi

Agency side:

Chief Creative Officer, South Asia: Rajdeepak Das

Executive Creative Director: Aman Mannan, Pravin Suthar

Art Director: Vijay Kumbhar

Executive Planning Director: Ajeeta Bharadwaj

Brand Planning Director: Amrita Chatterjee

Business Head: Oindrila Roy

Brand Director: Sharon Thambi

Brand Associate: Rhea Amin

Production House: Red Ice Films

Executive Producer: Gary Grewal

Director: Vibhu Puri

Producer: Basabdatta Das Gupta

Music: Hanif Shaikh

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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