HDFC Life has launched a new marketing campaign to target the niche investor segment that understands ULIP (Unit Linked Insurance Plans) and are experienced in online buying. The campaign aims to raise awareness about HDFC Life’s second generation online ULIP – Click2Invest.
The ad film begins with a man standing beside two apples, one on each stand. One of the apples looks noticeably larger than the other but as the viewing angle changes, the viewer notices that the stands and apples are actually an optical illusion and the difference between the two fruits isn't as much. The man reasons that if one thinks about the long term, a small difference in the current corpus makes a big difference in the future corpus. The ad film then showcases the benefits of the ULIP plan such as 0 per cent allocation charges, 2-step investment so on and so forth. The ad film ends with the brand's sign off.
Sanjay Tripathy, senior EVP – marketing, product, digital and Ecommerce, HDFC Life, said, “Click2Invest has been a game changing plan for the life insurance industry. It passes all benefits to customers by offering 100% premium investment with just fund management and mortality charges – no premium allocation, policy administration and discontinuance fee. On this aspect, it directly competes with ELSS Mutual funds & at the same time retains all the flexibilities offered by ULIPs.
This is the first time that we have created an ad that is not entirely based on the emotional quotient but is banking more on a pragmatic ground of investment versus returns. When an investor puts his money in a financial product, his greatest concern is to know about the returns. We have used this very insight to communicate the simple message of the benefits of Click2Invest. The story of the ad is woven around the low charges and how over a period of time, the reduction in charges helps to build a bigger corpus thereby making Click2Invest a superior investment plan over other ULIPs."
Vikram Pandey, executive creative director, Leo Burnett, said, “ULIP Investments are often subject to numerous charges. So they do grow, but not to their best potential. This ad, in an innovative way, explains how a small difference in charges today can lead to a big difference in your final savings tomorrow.”
The campaign will also straddle print, OOH, DTH, in-film, digital and social media. The digital campaign looks to highlight the importance of aiming at a bigger corpus for a #SuperTomorrow.
Client: HDFC Life
Creative agency: Leo Burnett
Executive creative director: Vikram Pandey
Creative director: Brahmesh Tiwari
Copywriter: Neel Naik
Art director: Amit Thakur
Production house: Perfect 10
Director: Raylin Valles
Producer: Shouvik Basu
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