HDFC ERGO adds a 'suraksha' element to students studying abroad

Conceptualised in-house, the digital campaign – #takeiteasymom – was launched on the occasion of World Student Day and captured the bond between mother and child

BestMediaInfo Bureau | Mumbai | October 29, 2015

HDFC ERGO General Insurance Company extended its #takeiteasy campaign to its Student Suraksha – Student Overseas Travel Insurance product. This social media campaign, titled #takeiteasymom, targeted mothers of students studying abroad, and was launched on the occasion of World Student Day on October 15, 2015 to mark the birthday of former President of India and eminent scientist APJ Abdul Kalam.

While capturing the bond between mothers and children, the #takeiteasymom campaign aimed to assure the parents that they can take it easy with HDFC ERGO's Student Suraksha – Student Overseas Travel Insurance plan, which takes care of insurance worries of their children. While studying in an international university is exciting and a great experience, staying in a different country comes with its own challenges. There are a number of situations like losing personal belongings, or getting in a medical emergency involving hospitalisation/ surgery or getting stuck in a legal problem, which can be really tough to deal with in a foreign country. What can help in such situations is a good insurance plan that is designed specifically to provide protection to students studying abroad.

Mukesh Kumar, Executive Director, HDFC ERGO General Insurance, commented, “It is not difficult to guess who is the most concerned when a child is studying in a foreign land, thousands of miles away from their homes. Our campaign attempts to capture how mothers overreact with overwhelming emotions. The message of the campaign is that the concerned parents can stay assured with HDFC ERGO's Student Suraksha Insurance. We are sure that #takeiteasymom campaign will strike the right chord with the students/ youngsters studying abroad/aspiring to study abroad.”

Overall, the concept was conceived internally and the mnemonics were crafted by MX Advertising and executed by Isobar, the social media agency on board.

Commenting on the campaign, Mehmood Mansoori, Member of Executive Management & Head - Marketing, CEM, EPMO & Innovation, HDFC ERGO General Insurance Company and the creative head behind the making of the campaign, elaborated, “Mothers always tend to be worried about their children's safety and more so when they are out on their own. With the growing number of students who travel abroad, HDFC ERGO's Student Suraksha, a student overseas travel insurance product, helps take off a major burden as far as expenses are concerned. The insurance aims to be the right companion to every student who is away from home and family to have all the main assistance such as emergency medical treatment, personal liability, compassionate visits, etc. The #TakeItEasyMom campaign has been planned and executed considering a mother's point of view by arranging all major insurance needs so that the student can open his proverbial wings and take flight to a brighter and assured future. Coinciding with the World Student Day, it was the perfect time for us to run this campaign.”

Credits:

Client: HDFC ERGO General Insurance Company

Creatives: Conceptualised in-house

Creative team: Mehmood Mansoori, Bindi Thakkar, Shefali Khalsa, Rebecca Pasgon

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