HDFC Life has launched a new ad campaign highlighting the need for health insurance by using a simple and relatable analogy of ‘Liar Mirror’. The campaign that has been launched on the digital platform features celebrities who are real-life survivors of critical illness. In the two-minute film, actor-model Lisa Ray and actor-comedian Suresh Menon talk about why the mirror has always been a liar to them.
HDFC Life has maintained an insight-driven approach for its marketing campaigns. The company’s findings on consumers’ approach towards fitness and financial preparation for health ailments contributed towards the theme of ‘Liar Mirror’. The campaign is ideated and conceptualised by Leo Burnett.
Appearances are deceptive and we frequently get carried away by what we see. The mirror is often taken as an indicator of health in our busy lives. It is assumed that if a person looks fit externally, she is in good health. HDFC Life has attempted to break this myth and bring about a change in the mindset of people. The film highlights the stories of two popular faces – Menon, a heart ailment survivor and Ray, a cancer survivor. Menon and Ray talk about how they appeared completely fit from outside only to be diagnosed with serious ailments. The ad shows the survivors talking about the need to take a look inside, go for health check-ups and prepare financially to face any adversities.
Pankaj Gupta, Chief Marketing Officer and Executive Vice-President, Strategic Alliances, Bancassurance and Specialty Sales, said, "In India, we have become conscious of our diet and exercise regimen, but still have deep inertia when it comes to regular health check-ups. Non-communicable diseases are on the rise and we wanted to address this increasingly serious social issue in the most realistic way. Hence, we used the testimonial approach and are delighted to be associated with Ray and Menon on this campaign. They are real fighters who have survived their respective challenges and emerged victorious, thereby resonating with our brand message of ‘Sar Utha ke Jiyo.’ We urge people to not just believe what they see in the mirror, but also delve deeper and be #Ready2Fight.”
Rajdeepak Das, MD, India and CCO, South Asia, Leo Burnett, said, “It is a simple way to demonstrate what the truth is. When you look in the mirror every morning, you think everything is right but there are things happening that you cannot see. We are a humankind brand and we wanted to solve a human problem so people can realise the truth."