HDFC Life has rolled out an ad film that brings out the importance of financial independence. The film has been conceptualised by Leo Burnett and continues the brand's 'Sar Utha Ke Jiyo' though.
The film opens with a lady talking on the phone in a cafe, while she tries arranging stuff, with her father looking on. It cuts to a flashback. Shots of the man and his daughter from different stages of life are shown as the voice over says that men work for two reasons - to make sure that their daughters keep smiling and that there's no reason to worry for them. During the flashback, among lighter moments, the man recounts the time when his daughter called him to inform him about his son-in-law's death. What followed between the father and daughter was a conversation through which the lady informs him about taking forward her deceased husband's dream of owning a cafe. She informs him that the money for the cafe is no concern as he had planned for all uncertainties. The film signs off with the brand's 'Sar Utha Ke Kiyo' thought.
Sanjay Tripathy, senior executive vice president and head - marketing, analytics, digital and e-commerce, said, “Over the years, the category has side stepped the real reason for buying insurance. Through this hard-hitting campaign, we wanted to go back to the basics of why insurance is purchased in the first place; to protect your loved ones and their dreams from untoward uncertainties. HDFC Life has always stood for 'Sar Utha Ke Jiyo' – living an independent life of pride. Focusing on the evolution of a woman and her journey to self-reliance the new brand campaign will further the ‘pride’ proposition which is widely recalled and resonates with our audience”.
Rajdeepak Das, CCO, Leo Burnett South Asia, said, “It’s a story of a young woman’s journey from a dependent daughter to an independent woman. She is able to transform because of her husband’s belief in her. The story has been told from the father’s point of view, and I believe the campaign makes the impact we aimed to make.”
Along with the film, the campaign will be spread across DTH, cinema, OOH, digital, social media and on-ground.
Client: HDFC Life
Senior EVP – marketing: Sanjay Tripathy
Vice president, marketing: Pritika Shah
Senior manager, marketing: GovindKrishna S.
Deputy manager, marketing: Ragini Sabnavis
Creative agency: Leo Burnett India
CCO, South Asia: Rajdeepak Das
Executive creative directors: Aman Mannan, Pravin Suthar
Art director: Vijay Kumbhar
Executive planning director: Ajeeta Bharadwaj
Brand planning director: Amrita Chatterjee
Business head: Oindrila Roy
Brand director: Sharon Thambi
Brand associate: Rhea Amin
Production house: Red Ice Films
Executive producer: Gary Grewal
Director: Vibhu Puri
Producer: Basabdatta Das Gupta
Music: Hanif Shaikh