HDFC Life Insurance Company, one of the private life insurers, has launched a new ad campaign on unit linked insurance policies (ULIP) for planning children’s future. The ad highlights the issue of bullying and conveys a message that parents need to empower their children to fight their own battles, making them self-reliant.
This positioning is quite similar to HDFC Standard Life’s Sar Utha Ke Jio campaign which propagated self-reliance through ‘Na Sar Jhuka Hai Kabhi, Aur Na Jhukaenge Kabhi…’ Conceptualised by Leo Burnett India, the current campaign emerged from a consumer insight that parents are inherently wired to be protective towards their children, but at the same time, they also want their children to be equipped with life-skills to navigate through the unexpected twists and turns that life throws their way. It shows parents’ efforts in preparing their loved ones for the future. The TVC will run for one and half months.
Pankaj Gupta, Executive Vice President, Strategic Alliances, Bancassurance and Marketing, HDFC Life, said, “Our motto of ‘Sar utha ke jiyo’ is all about holding one’s head high – no matter what the situation is. So, through this campaign we aim to convey this in the context of a prevalent concern among children – bullying. Instead of showing the child as the victim and having viewers sympathising with him, we wanted to show how the right kind of encouragement from parents empowers and prepares him to face the future. Planning for the child's future and securing it, is the priority for every parent. In fact, our research shows this as one of the key reasons for buying life insurance, specially the savings and investment plans. Our ULIP offerings enable parents to plan their child's future over the long-term."
The ad film narrates the story of a young boy who is bullied for his weight. The twist comes when the father, although concerned for his child’s well-being, sends him back to confront his tormentors. HDFC Life has tried to highlight the valuable life lessons that parents try to inculcate in their children; making them face their fears against their natural instincts of protecting their children. The film brings out the brand thought of 'Apno Ko Apne Dum Pe Jeena Sikhao', an interpretation of 'Sar Utha Ke Jiyo', showing the bread winner of the family as more than just a conventional financial provider.
Rajdeepak Das, Chief Creative Officer, Leo Burnett South Asia, said, “To truly imbibe ‘Sar Utha Ke Jiyo’ in today’s world, we needed to understand what’s happening with the kids today. Of the many problems that they face today, bullying is something that kids are unable to tackle head on. We wanted to use this as a metaphor to highlight the importance of teaching children to be emotionally independent. I am proud of how our philosophy flows through this entire campaign, and I am confident consumers will relate to it and do what is best for the emotional health of their children.”
The ad articulates the essence of the brand - helping your loved ones live with pride, while making sure they have a secure future. And ULIPs offer dual benefits of growth and security which enables one to fulfill long-term financial goals and also ensures financial security. Thus, the campaign brings to light the necessity of not only providing financial strength in achieving future dreams, but also the strength of character that helps one endure times of difficulty.
CEO, Publicis Communications and Leo Burnett, South Asia: Saurabh Varma
Chief Creative Officer, Leo Burnett South Asia: Rajdeepak Das
Chief Strategy Officer, Leo Burnett South Asia: Dheeraj Sinha
Executive Creative Director: Pravin Sutar
Art director: Vijay Kumbhar
Copywriter: Shruti More
Head of planning, Mumbai: Ajeeta Bharadwaj
Planning Director: Amrita Chatterjee
Production House: Red Ice
Director: Saket Chaudhary
Producer: Gary Grewal