HDFC Life has announced the launch of its new marketing campaign on Children’ Plans. Created by Leo Burnett, the campaign urges parents to start financial planning early for securing their children’s future financial needs.
Watch the TVC (story continues below)
The campaign sees the father proudly showing his daughter's report card with 'A+' grades to his friend (Avi). Congratulating his friend’s daughter, Avi inquires his friend with concern on what has he planned for his daughter's future. To which the father confidently replies that she's capable to achieve her own dreams. Avi, acting as the protagonist, elaborates on the current competitive scenario and inflationary educational costs where good grades are not enough to guarantee admission in a premium institution. The father realizes the gravity of the situation and realizes that he has to plan today to secure his daughter's future financial needs – a thought articulated as “Kal Ki Socho, Sar Utha Ke Jiyo”.
Announcing the launch, Sanjay Tripathy, executive vice president and head – marketing and direct channels, HDFC Life said, "Every parent's priority is securing the child's future and being able to meet their dreams and aspirations. Costs are increasing rapidly and providing quality education is getting expensive. HDFC Life, having successfully differentiated their brand all these years, with this campaign takes on the larger objective of building a category for Children’s plans. It intends to trigger the need for financial planning for children in parents who hitherto have not given it the due importance in helping them aid their child's future financial needs or have been oblivious of the competitive realities in today's world.”
Commenting on the creative thought behind the campaign, Tripathy added, “The insight for this campaign is rooted from the realities which parents of grown up children face today - despite their children excelling academically, the child is forced to compromise on career paths as parents can't afford professional courses or premium institutions.”
Elaborating on the concept, KV Sridhar, national creative director, Leo Burnett, said, "In today's competitive environment with increasing education expenses a child's best efforts may still not be enough to guarantee him a seat or admission into prestigious institutes. A parent's role, therefore, has increased manifold to support the child in achieving his dreams. Thus, it was imperative to make the parents realize that in order to secure their child's tomorrow they have to plan today."
The brand plans to take its new campaign through different platforms and intensify the brand experience. Apart from television, this film will be supported by other mediums such as print, radio, OOH, Internet, mobile. This campaign will additionally be supported through its activation platform, HDFC Life Spell Bee.
Creative agency: Leo Burnett, Mumbai
Client: HDFC Life
Creative director: Rupesh Kashyap
Copywriter: Rupesh Kashyap, Nitesh Tiwari and Kumar Suryavanshi
Art Director: Reema Noronha
Production House: White Onion Films
Director: E Niwas