Campaign India Team
Feb 10, 2022

HDFC Life insures one’s ability to bounce back

Watch the film conceptualised by Leo Burnett here

HDFC Life has rolled out a campaign titled ‘BounceBack Batch’ aims to showcase the importance of family support and a good life insurance in enablling one to bounce back from any challenging situation.
Conceptualised by Leo Burnett, the film specifically focuses on the lives of Indian students during the pandemic. 
The film begins with a girl giving a speech to an ground seated with parents, students and teachers. She narrates various anecdotes and life stories that she and her classmates experienced during the pandemic. She goes on to expressing how even when parents faced financial issues with regard to paycuts, they made sure to paid their child’s fee in full. What was called a covid batch, was actually a bounce back batch, she stated. 
Vishal Subharwal, head – marketing, digital business, and e-commerce, HDFC Life, said, “The last two years have been difficult for everyone. This phase has been especially challenging for students as they have lost out on classroom learning, interpersonal skill-building and some of the best days of their lives. But the part that stands out is the bigger story about the resilience demonstrated by these students and their families. With this campaign, we aim to drive this realisation and the importance of financial planning through a student’s lens, instilling a sense of pride in parents who have ensured that their children overcome the challenges posed by the pandemic. Thereby, helping them script a strong bounce back.”
Rajdeepak Das, CEO and chief creative officer – South Asia, Leo Burnett, said, “One of the biggest setbacks of the pandemic was the shutdown of educational institutions. The batch of 2022 is often referred to as the ‘Covid batch’ and are questioned whether they are at par with those before. Our film takes the audiences on an emotional journey of how in reality, the Covid batch was the most resilient batch ever, facing real-life problems like no one else in the last century. And how, by taking cues from their parents and peers, they have bounced back from these challenges.”
The campaign is being rolled out across television, digital and DTH.
Agency: Leo Burnett
CEO and CCO – South Asia, Leo Burnett: Rajdeepak Das
CEO and CSO – South Asia, Leo Burnett: Dheeraj Sinha
National creative director: Prajato Guha Thakurta
Executive creative director: Mayuresh Dubhashi
Creative team: Reya Reji, Rucha Rao, Kajal Shah
Executive vice president: Ashima Mehra
Brand services associate: Dilip Varu
AVP planning: Noor Samra
Production house: Prodigious India
Director: Prosit Roy
Producer: Anup Das
Campaign India

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