HDFC Life's pension plan promises no compromises after retirement

People nearing the evening of their professional lives tend to feel anxious about their retired lives. Uncertainty tends to loom around that whether they would be able to sustain their existing lifestyles. With this insight in mind, HDFC Life has launched a new pension plan directed at individuals who are about to retire from their jobs in the next five to 10 years.

Through the new offering, HDFC Life has launched a single premium annuity plan that provides customers a regular guaranteed income for a lifetime and allows them the option of planning ahead and deferring their annuity. HDFC Life has unveiled a multi-media integrated campaign to take the plan to its consumers. The new campaign alleviates their biggest fear of compromising their family’s financial independence post retirement. Leo Burnett India has conceptualised and created the campaign. Prodigious, Publicis Communications’ in-house production unit, has produced it.

Pankaj Gupta

Pankaj Gupta, Executive Vice-President, Strategic Alliances, Bancassurance, and Marketing, said, “Annuity is one of the key focus areas for us as an organisation. Our recent research reveals that post retirement; people struggle to manage expenses as they are anxious of their life ahead. Post retirement, with no salary coming every month, we tend to curb our lifestyle because though we have a large lump sum amount as savings, we are always afraid of outliving our savings. In such a scenario, the annuity product can play a major role as they ensure that you have guaranteed regular income akin to your salary that gets paid to you all your life. This can ensure that your life after retirement is similar to the one lived before. We have tried to communicate this very benefit by way of this campaign.”

The film features veteran actors Sheeba Chaddha and Rajat Kapoor. Chaddha plays a woman who has always loved to eat out at restaurants, but is now reluctant to pursue her love for food. Her husband (Kapoor) is on the verge of retirement, and she believes she needs to be more careful with her money. Kapoor allays her fears about finances post-retirement, and assures her that there will be no compromise on everything she loves to do.

Rajdeepak Das

Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia said, “Retirement brings with it a lot of sacrifices. However, retirees tend to give up their everyday joys to remain financially independent; these are the joys that give life meaning. People retire from their professional designations, and not as parents and spouses. We wanted to reassure our customers with the new Guaranteed Pension Plan policy, and I believe we have succeeded through this beautiful Humankind campaign.”

The campaign is being promoted through digital, print, OOH, cinema and live media screens.

The TVC:

Credits:

CEO, Publicis Communications and Leo Burnett, South Asia: Saurabh Varma

Chief Creative Officer, Leo Burnett South Asia: Rajdeepak Das

Chief Strategy Officer, Leo Burnett South Asia: Dheeraj Sinha

Executive Creative Director: Pravin Sutar

Creative Director: Sahil Aditya

Art Director: Vijay Kumbhar

Planning: Amrita Chatterji

Account Management: Rohini Radhakrishnan, Kiron Kumar

Executive Director & Head, Mumbai: Rakesh Hinduja

Head of Planning, Mumbai: Ajeeta Bharadwaj

Business Head: Oindrila Roy

 Production House: Prodigious

Head of Prodigious: Vandana Watsa

Director: Sana Ahmad, Beeswaranjan

Music: Hanif 

Mediums: Digital

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