Canara HSBC Life Insurance, has rolled out a campaign titled, ‘promises re-imagined’, to highlight its re-branded identity.
Conceptualised by Leo Burnett, the films aim to instil the message of how promises can change over time, but forgotten promises should also be fullfiled in a re-imagined way.
The first film ‘pilot’ features a father and son duo. The father, looking at an aeroplane passing by, calls out to his son saying, ‘captain, your love for planes has ended?’ To which the son replies that he now wishes to become a doctor. He shared that the reason he wants to become a doctor is because of there was a shotage of doctors,when his grandfather felt sick the year before. His father tells him that he can do both, and calls him a ‘flying doctor’.
The second film ‘birthday’ showcases a couple at a dinner table. The man brings a cake to the table and wishes his wife a happy birthday. The wife says thank you and gives him a return gift. The return gift turns out to be a business card. The wife shares that her policy has matured and the husband’s dream of opening up a cafe can now be fulfilled.
The third film 'trek' depicts a couple on a hike. The husband tells the wife that if she wants to live in the mountains, she needs to develop stamina. As they are progressing on their hike, the husband asks her how she would like her retirement home to be. The wife points at a house she likes, but to her surprise she sees that the nameplate has their own names. She finds out that the husband has brought the house for them for early retirement.
Anuj Mathur, managing director and CEO, Canara HSBC Life Insurance, said, “We have had a customer-centric approach since inception and have always believed in the ethos of making and fulfilling promises. Gloriously completing 14 years of the company’s business, we are proud to launch our new holistic campaign. The company will continue to firmly stand its ground to accomplish its dreams and aspirations with the new avatar. With our renewed promise of protection and customer service, we will continue to reinforce our core brand ethos and grow our digital and network presence, allowing customers to access our innovative products and best-in-class services on the go.”
Tarannum Hasib, chief distribution officer, Canara HSBC Life Insurance, said, “We have always strived to be enablers of our customers in keeping their word to their loved ones. Now, when a different world requires them to rethink these promises and work towards new ones, we want to assure them that their #PromisesKaPartner in doing so hasn’t changed. While our customers rejig their priority list, we revamped our style to portray the renewed enthusiasm and flexibility we have to fulfil these new promises. We reflected on our dreams and the promises we had on our minds and adapted them to what we felt was now of importance. We have come back with a fresh look and energy for our customers. Customer centricity and agility are at the core of our organisational philosophy, so it comes naturally to us to pivot along with the changing promises of our customers.”
Saarthak Dutt, executive creative director, Leo Burnett, said, “The last two years opened up a new world of opportunities and rediscovered bonds. And with that, we also saw a huge reordering of our priorities for both ourselves and our loved ones. With this insight at heart, we wanted to reassure audiences that Canara HSBC Life Insurance will be partnering with you in this journey of new promises.”