HDFC Life's 'The Missing Dulha' campaign takes a new approach to educate viewers on life insurance

HDFC Life has launched ‘The Missing Dulha’ campaign, through which it aims to create awareness on the importance of life insurance and its various product categories.

The campaign consists of a set of ten films with the help of a story that revolves around a groom who goes missing on his wedding day. 

These ten byte-sized films capture the nuances behind a classic Indian family wedding, the various characters and their idiosyncrasies. Each film ends with a cliff-hanger to keep the audience interested in what’s coming next while communicating a feature of life insurance plans. 

Through this campaign, HDFC Life aims to deliver the message as to how life insurance and its benefits are important for individuals in a simple yet relatable way. 

Vishal Subharwal – Chief Marketing Officer and Group Head - Strategy, HDFC Life, said, “One of the barriers to life insurance penetration in India has been the fact that the category benefits are not fully appreciated by potential consumers. Our purpose as an organisation has been to simplify products and come up with features that make a meaningful difference to the lives of our customers. The challenge put forth to the marketing team was to demystify life insurance and do it in a manner that make the category appeal to a wider audience pool.” 

“With this objective we have launched ‘The Missing Dulha’ a first-of-its kind, 10-part ad-series which brings to the forefront the nuances of various life insurance product categories in a manner that is interesting and easy-to-understand. We believe this unique approach coupled with the right dose of humour set in a typical Indian wedding scenario, makes the film relatable to a large section of Indian consumers. We hope this campaign will go a long way in educating consumers about the importance of life insurance products and their features.”

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