HDFC Life urges people to head for the hills post retirement

HDFC Life, has launched a campaign titled #RetireOnYourTerms to highlight the role of timely financial planning in one’s life, post their retirement. Conceptualised by Leo Burnett, the film nudges people to secure their post-retirement plans in order to live the life they always wanted. 

 

The film showcases a couple preparing to say goodbye to their son, as he moves out of their house, to persue his future goals. After he leaves, the mother continues to wake up early and do the chores that she was used to doing for her son. When questioned about their way of living, she confesses that it wasn’t what she wanted to do, but did it because it was best suited for their child. The husband then tells her that now that their child has gone ahead to build his own future, they should plan one for themselves too and head for the hills, where she always wished to live. 

 

Vishal Subharwal, head – marketing, digital business, and e-commerce, HDFC Life, said, “Individuals usually focus on the family and children’s future when it comes to financial planning. Retirement planning is often a neglected area and even if people are aware of its significance, they do not know when to start. Through this campaign, we aim to nudge consumers to plan for their and their spouse’s financial freedom post-retirement, in a timely manner. Individuals have various concerns in terms of retirement planning – how to go about it, which are the suitable products, can they use life insurance for retirement planning? These are legitimate questions and we hope to enable consumers find answers to these through our campaign.”

 

Rajdeepak Das, CEO and chief creative officer – South Asia, Leo Burnett, said “Retirement planning is often seen as boring or cumbersome. With this campaign, we wanted to bring in a new perspective. Very often, in fulfilling our responsibilities and making the right choices for our family, we give up on our own dreams and wishes. Our latest film reiterates that planning your retirement could mean that you could now go back and complete those wishes. The film narrates this message through the lens of a middle-aged couple who, after fulfilling their parental responsibilities, are ready to plan their life ahead as per their own priorities.”

 

The campaign is being rolled out across TV, digital, DTH, and PR.