HDFC Life's new campaign targets youth for retirement plan

Conceptualised by Leo Burnett, the campaign highlights the need for early retirement planning

BestMediaInfo Bureau | Mumbai | January 28, 2013

HDFC Life, one of India's leading private life insurance companies, has launched a new advertising campaign to increase awareness about early retirement planning.

Commenting on the new campaign, Sanjay Tripathy, EVP and Head, Marketing, Product &Direct Channels said, “In India, the concept of retirement has undergone a paradigm shift in the last couple of years.  In addition to maintaining the same lifestyle individuals have had during their working years, the expectation is also to pursue their interests and even take up hobbies. Our new campaign talks to a younger audience, to help change their mindset that retirement planning is an exercise which one needs to take up only when he is 40-45 years old and all other financial planning objectives have been met.”

This campaign follows the launch of HDFC Life's two pension plans - HDFC Life Pension Super Plus (a regular premium unit linked plan) and HDFC Life Single Premium Pension Super (single premium unit linked plan). HDFC Life is the first private life insurer to bring back pension planning based on the new guidelines issued by the regulator.

“Increase in life expectancy, emotional tendency not to depend on relatives/children for expenses, desire to maintain independent lifestyle and remain a contributor, lack of social security system, and wish to opt for rest and relaxation are the compelling reasons to focus on a robust retirement plan during one's prime earning years. This is because an early investor will enjoy the benefit of young age, good health, and multiplier effect of money.” added Tripathy.

On the completion of this campaign, KV Sridhar, National Creative Director, Leo Burnett, said, "Young professionals think retirement is too far away to worry about it today. This campaign taps into the insight that these people, all of whom grew up in a liberalized economy, prize their current lifestyle a lot and would like it to continue post-retirement.Via a lighthearted story of a young husband playing a prank on his wife about his retirement, we delivered the need to plan your future and our promise 'Taaki kal, bilkul aaj jaisa ho'. The humorous nature of the story allowed us to be more relatable to the target and yet maintain the HDFC Life brand space.”

The communications concept of HDFC Life's retirement campaign is 'a solid back-up plan,' which signifies that 'you will enjoy the fruits of your labor without any worries, when your future is secured. The creative expression is, 'Retirement plan karo taaki aapka kal bilkul aaj jaisa ho.” 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 will have significant focus.

The TVC:

Credits:

Creative agency - Leo Burnett, Mumbai

Chief Creative Office - K. V. Shirdhar

National Creative Director - Nitesh Tiwari

Copywriter –  Nitesh Tiwari & Shreyas Jain

Art Director – Prasad Patil & Vallabh Yeolekar

Production House -  Code Red Films

Producer - Subrat Ray

Director - Gajraj Rao

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