HDFC Life has released a TVC to create awareness about its ‘Smart Woman’ plan. The campaign targets young women who are financially independent and live in urban India. The campaign is the subset of HDFC Life's brand vision 'Sar Utha Ke Jiyo'.
The TVC is based in a middle class house and begins with a conversation between a father and a daughter. The father suggests Indian tourist spots to which the daughter always responds with exotic foreign locales. This conversation stretches over a few days. Finally, the father admits that he cannot afford such vacations. To which his daughter explains that she can afford such trips as she has been planning and saving for a while. Much to the surprise of her parents, she proceeds to wish them a 'Happy anniversary'.
Her father is overwhelmed, as the daughter whom he used to take on a holiday would now take them on a tour of Europe. The voice over announces the ‘smart insurance plans’ launched by HDFC Life and states that only if we secure our future can we give happiness to others.
Sanjay Tripathy, executive vice president and head, marketing, product, and direct channels, HDFC Life, said, “Following the launch of our flagship women’s product ‘Smart Woman', we have embarked on this new marketing campaign to drive awareness about financial freedom among urban Indian women.”
Tripathy further added, “The creative route of our new campaign is ‘Director of Happiness'. The communication insight is that a woman’s financial independence will let her be a stakeholder in the family decision making process. Financial independence will let her care for others, which gives her true happiness. It will help fulfill all her dreams and aspirations and make them come true for her loved ones as well. Financial independence will thereby, make her the 'Director of Happiness'. This also links back to our brand philosophy of 'Sar Utha Ke Jiyo'."
Elaborating on the concept of this campaign, KV Sridhar, national creative director, Leo Burnett, said, “Women are no longer passive members of the family. In fact, today women actively contribute in every major family decision. The Smart Woman product and campaign is targeted towards such progressive, women-of-today. Keeping this niche target audience in mind, the campaign builds on the commonly felt emotion and insight of the joy in making a landmark contribution towards the family. Keeping the product offering in mind, the film encourages young women to secure their future, so that they can do all that they desire for their family."
Apart from TV, film will be supported by print, OOH and radio; the digital medium will have significant focus.
Client HDFC Life
Creative agency: Leo Burnett
Executive creative director: Nitesh Tiwari
Creative director: Manan Mistry
Copywriter: Akshay Seth, Shatrughan Tripathi
Art director: Manan Mistry , Vallabh Yeolekar, Amol Bhanse
Account management: Suvadip Ghosh, Sugandha Tandon, Kunal Mashettiwar
Account planning: Nikhit Shetty
Production house: Chrome pictures
Director: Hemant Bhandari