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HDFC Life’s campaign shows real-life stories of those who ‘bounced back to life’

The campaign by Leo Burnett South Asia is based on insight that ‘in a near-death experience, the first thoughts that flash are always about family/loved ones' and it's important to secure their future

Click on the Image to watch the TVC.

Private life insurance company HDFC Life has launched a new ad film, ‘Bounce back to Life’, that features real-life survivor stories to showcase the need for term insurance to financially protect one’s family and loved ones when faced with unforeseen circumstances.

The route for the campaign is 'Bounce back to life', based on the insight that 'in a near death experience, the first thoughts that flash are always about family/loved ones' and thus, it's important to secure their future. The theme strengthens the HDFC Life’s ‘Sar utha ke jiyo’ brand promise.

The campaign introduces real survivor stories of Amrita Raichand (chef) and Boria Majumdar (sports journalist). Raichand survived the Mumbai terror attack and Majumdar is a survivor of a mid-air engine failure. They talk about living through these difficult experiences and learning how to cope in its aftermath. An important part of bouncing back from these incidents was realising the importance of spending time with their loved ones and protecting their future to ensure that they lead their lives with pride.

The penetration of insurance is low in India. While buying an insurance policy, people do not consider its core benefit – life cover/protection, rather they look for returns. Besides, people tend to believe that nothing is going to happen to them, without realising that life is uncertain. This campaign thus brings out the need for taking action now and not postponing the plans into an indefinite future.

Pankaj Gupta, Sr. Executive Vice-President (Sales) and Chief Marketing Officer, HDFC Life, said, "I am happy to share that our latest ad film addresses the need for protection and brings out one of the strongest essence of life – Hope. We at HDFC Life believe that real-life stories relate and connect to every human and helps driving a sense of urgency to evaluate financial decisions that can secure our future and enable a life of pride.”

Rajdeepak Das

Speaking about the campaign Rajdeepak Das, Managing Director India and Chief Creative Officer, Leo Burnett South Asia, said, “This campaign brings very touching; powerful, human stories told with an impactful narrative that I am sure will strike a chord. More so because; although these individuals have lived through a tragedy, our chronicle focuses on the positive way they survived their individual ordeals and came out of it stronger and more optimistic. After all, life needs hope, faith and love. This is a beautiful ‘HumanKind’ story.”

The TVC:


Client: HDFC Life

Agency: Leo Burnett South Asia

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

MD, India & CCO, South Asia, Leo Burnett: Rajdeepak Das

MD, India & CSO, South Asia, Leo Burnett: Dheeraj Sinha

Chief Operating Officer, West: Rakesh Hinduja

Writer & Executive Creative Director: Pranav Harihar Sharma

Creative Team:  Virendra Tivrekar, Ajit Rakhade, Vivek Kaul, Anupam Menon

Executive Vice-President and Head of Planning, Mumbai: Ajeeta Bharadwaj

Business Head: Divya Bhatia

Account Management: Alvina Panjikar, Dhwani Nagda

Planning: K Shyam Kumar

Production House: Equinox Films

Director: Nitin Parmar

Producer: Annum Waris

Music: Hanif Shaikh

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