Shephali Bhatt
Jan 31, 2012

HDFC Life's new campaign says 'Click 2 Protect' your family

Sanjay Tripathy, executive vice president, head - marketing and direct channels, explains the rationale behind the new digital campaign

wide player in 16:9 format. Used on article page for Campaign.
HDFC Life's new campaign says 'Click 2 Protect' your family

HDFC Life has brought a new campaign to the fore to communicate the efficacy of its protection plans.

The campaign called 'Click 2 Protect' is created by Leo Burnett comprises of five TVCs that are running on air currently.

In these TVCs the protagonist is shown to be mindful of all the uncertainties of life and amidst that, he trusts HDFC Life to keep his family safe even after he is not around to protect them.

Watch the next set of TVCs from the campaign here

 

 

Sharing the rationale behind the new campaign, Sanjay Tripathy, executive vice president, head - marketing and direct channels, said, "The traditional challenge in our space is that protection plans are not very popular. There is a barrier which is that people want to see their money coming back, and we realised that the best way to break that barrier is through taking the emotional route."

Tripathy added on the insight which is that everybody loves their family and wants to protect their family's dreams at different stages of life. He pointed out that people like to buy from a strong brand they always look at a competitive price. "The commercial covered all these aspects," he said.

Watch the last set of TVCs from the campaign here:

 

 

Tripathy mentioned that the campaign has been extended to the digital forum so much so that digital has become the most important part of the campaign now.    

Credits: 

Client: HDFC Life
Creative agency: Leo Burnett, Mumbai
Executive creative director: Rajesh Mani
Creative director: Manan Mistry
Copywriter: Kumar Sawant, Shatrughan Tripathi, Rajesh Mani
Art director: Manan Mistry
Production house: Code Red Films
Director: Gajraj Rao
Media Agency: MEC

 

Source:
Campaign India

Related Articles

Just Published

Premium
Soho's Ganga Ganapathi moves to head Orchard Bengaluru
Premium
15 hours ago

Soho's Ganga Ganapathi moves to head Orchard Bengaluru

Takes over from Neha Contractor, who will move to another role within Leo Burnett Group

Premium
Ching's Secret turns to Rohit Shetty masala, to sell 'Desi Chinese'
Premium
15 hours ago

Ching's Secret turns to Rohit Shetty masala, to ...

Watch the five-minute film produced by YRF Talent here

Premium
Sony Six pitches La Liga with rival fans waging 'war'
Premium
16 hours ago

Sony Six pitches La Liga with rival fans waging 'war'

Watch the ad films conceptualised by J. Walter Thompson here

Premium
GroupM brings digital agency Essence to India
Premium
17 hours ago

GroupM brings digital agency Essence to India

Enters market with 'unified Essence-Maxus team' based in NCR, looks to recruit new talent