HDFC Life has rolled out a campaign through which it's looking to change the mindset around retirement.
Conceptualised by Wieden+Kennedy, the campaign consists of a film that throws up a question to potential retirees that is usually asked to children - what do you want to become when you grow up.
Vishal Subharwal, EVP - e-commerce and digital marketing, HDFC Life, said, “Retirement planning is a critical part of every financial plan. Most individuals ignore this activity. This is also because of the fact that retirement seems boring and individuals don’t look forward to it like other phases of their lives. Through this campaign, we want to break the stereotype and make retirement planning aspirational & enable Indian consumers manage longevity risk. In line with our customer centric approach, we want to simplify the understanding of annuity as a concept, changing the audience sentiment around retirement and bringing in a behavioral change and advocating financial readiness for retirement so they can pursue their passion or live their dreams through our retirement solutions.""
He added, "We have developed helpful tools and content related to the retirement category so our audiences feel empowered and confident to kick-start the second innings of their life. The campaign communication will be amplified via our digital and social media platforms.”
Dean Wei, executive creative director, Wieden+Kennedy Delhi, said, “Thinking about our futures, and how to achieve our goals after retirement isn’t just a boring financial exercise, based on a rational decision. It’s about dreams and plans, big and small. We wanted to take a different tack than most financial communications and give people an emotional reason as to why they should make a smart decision earlier rather than later. And since it’s about dreams, sometimes lifelong dreams, we wanted to make the work fun and not intimidating, but mostly not cheesy and patronizing. We wanted to show retirees in a true light - they have so much to give and live for; they want to have fun and fulfill their dreams after decades of worrying about others. You’ll see this in the advertising but even more clearly in the website, which takes complicated options and features and makes them easy to understand and maybe even a little fun to think about.”
HDFC Life has also created a microsite in the form of a comic strip to explain retirement plans.