HDFC Life Reminds Consumers The Prominence of Life Insurance
The latest campaign of HDFC Life #InsureKareinBinaDelay attempts to educate consumers on the critical role that life insurance plays in securing a family’s dreams and their financial future through an ad film. The campaign aims to remind consumers to buy life insurance before it gets too late.
The ad film, 'Patri' is about a young, married couple on their first train-trip together, where they meet a co-passenger, a lady in her early fifties, whose story inspires them to prioritise purchasing life insurance. Moreover, the film also serves as a connection between the present and a previous campaign film by HDFC Life, 'Har Sapne Ka Aadha Hissa,' where the co-passenger from the current film is seen as the protagonist who succeeds in fulfilling her daughter's aspiration of becoming a pilot using HDFC Life YoungStar Udaan Insurance plan.
Speaking on the campaign, Vishal Subharwal, Chief Marketing Officer & Group Head - Strategy, HDFC Life said, “#InsureKareinBinaDelay is a wake-up call for every individual with responsibilities. Most of us have a bucket list. However, we often do not realise that to fulfil those dreams, we need to be financially secure and so does our family. India has a huge protection gap of over 83%. This basically means that in case something was to happen to the breadwinner, most families would not be able to continue with their aspirations.
The ad film is a reality check to consumers, reminding to prioritise life insurance. It is a part of the HDFC Life Universe where the protagonist narrates her life experiences and inspires a young, newly-married couple to purchase life insurance early in their life, fulfilling their dreams, with complete peace of mind.
On the concept of the film, Manesh Swamy, Chief Creative Officer (CCO) & Senior Vice President - Creative, Social Media & Design, LS Digital, stated, "The inspiration for our story came from a customer testimonial that deeply moved us. We realised that this story had the potential to make a significant impact in the lives of our consumers. Our goal was to inspire, educate, and motivate them to take action now to secure the future of their loved ones. In creating the Patri campaign, we built upon the foundation of our previous campaign, weaving in breadcrumbs that led to our protagonist's journey. We've created our own universe within this story, and we're optimistic that this short film will effectively convey the message of the importance of securing one's future in a timely manner."
HDFC Life wants to inspire people to act and prioritise life insurance in their financial planning by this ad film. 'Patri', is a poignant tale of life's uncertainties and the importance of life insurance in securing our future.
