Dentsu Webchutney has devised a concept to design comic strips that would answer the basics of insurance, for HDFC Life. In an effort that started as a social campaign, it was then extended by partnering with Comic-Con Bengaluru to further cement the brand’s commitment to demystify the insurance category.
HDFC Life has partnered with Comic-Con Bengaluru to reach out to the Indian millennials that still perceive insurance to be a financial product for their parents. Captain Life, the Super Hero, is HDFC Life’s mascot. His core purpose is to be the guardian of all superheroes and protect them against the uncertainties of the future.
Commenting on the partnership, Nishi Kant, EVP and Branch Head, Dentsu Webchutney, Mumbai, said, “Not just did the team plan and manage the offline event, live amplification on digital with a cohesive sustenance plan was also implemented. This activity resulted in a rise in engagement on the brand’s social presence and positioned HDFC Life as a brand that is truly driven to change tide of the category.”
Vishal Subharwal, SVP, E-commerce and Digital Marketing, Analytics and Business Insights, HDFC Life, said, “The general misconception among millennials is that insurance is their parent’s domain of financial planning. This couldn’t be further from the truth because life and health insurance covers are absolutely essential for any starter financial plan, especially for the youth. To break that mould of thinking we headed over to Comic-Con Bengaluru to introduce the man with the plan, Captain Life. He was the only superhero at the venue with the power to secure a superhero’s loved ones. Through fun comic strips and activities with our very own Cosplay character, we took on this stereotype head-on.”