HDFC Life unveils ‘Life Ki Script’ digital campaign with Cyrus Broacha

HDFC Life, a life insurance company, rolled out a new digital-first campaign titled ‘Life Ki Script’, featuring actor Cyrus Broacha. It focuses on the importance of financial readiness in navigating unexpected life events and long-term responsibilities.

The initiative is based on a consumer insight that highlights a significant disparity between perceived and actual financial preparedness among Indians. According to the company, there is a gap of 26 points between how financially ready individuals believe they are and their actual level of preparedness. This shortfall is attributed largely to limited action towards structured financial planning and risk protection.

‘Life Ki Script’ uses a cinematic narrative device to draw parallels between a well-written film script and a robust financial plan. The campaign comprises three short films that each focus on a specific life insurance product category: term, savings and retirement. Collectively, the films illustrate how these product categories can help individuals plan for different life stages and financial goals, including family protection, wealth accumulation and post-retirement stability.

The films employ humour and everyday situations to make the subject of life insurance more accessible and relevant. Broacha appears as a narrative guide, helping frame financial planning as a proactive and necessary step rather than a reactive one. The storytelling approach is designed to resonate with digitally engaged audiences who may otherwise delay or avoid conversations around insurance and long-term financial security.

The campaign is being promoted across multiple digital and social media platforms over a five-week period. HDFC Life has supported the rollout with select high-impact digital properties and innovative execution formats to maximise reach and engagement. The digital-first strategy reflects the brand’s focus on meeting consumers in online environments where financial content is increasingly being discovered and discussed.

Pritika Shah, head of marketing at HDFC Life, said, “Just like a well-written film script gives characters the strength to face any plot twist; a solid financial plan enables you to face the uncertainties of life. With ‘Life Ki Script,’ we have created fun, cinematic ads to encourage individuals to take charge of their financial journey with life insurance products depending on their life stage and financial needs.” Shah added that the campaign is intended to address varied consumer priorities, from saving and protection to retirement planning, through relevant insurance solutions.

The launch of ‘Life Ki Script’ aligns with HDFC Life’s broader awareness-led marketing approach. In recent months, the company has introduced additional insurance education initiatives focused on specific product categories. These include the ‘Term FAQ series’ featuring actor Anup Soni and the ‘Retirement FAQ series’ with actor Shishir Sharma. Both series aim to improve consumer understanding of insurance concepts and encourage informed decision-making.

Together, these efforts underscore HDFC Life’s continued emphasis on using content, storytelling and familiar faces to simplify insurance and position financial planning as an essential part of life preparation.