HDFC Life has launched a new campaign for its ‘HDFC Life Cancer Care’ product, conceptualised by Leo Burnett.
The campaign highlights that in the event that one is affected by cancer, it is important to be financially prepared.
The message that one needs to be financially prepared in addition to having the emotional strength is delivered by cancer survivor and former model Lisa Ray. Besides TV, the campaign will be seen in print, OOH, cinema and digital. A#RayOfHope will be used for a social media leg.
Sanjay Tripathy, senior EVP, marketing, products, digital and e-commerce, HDFC Life, said, “Much is said about cancer these days, but the conversations are mostly around physical and mental strength to fight against the disease. We believe that a person should be mentally strong without doubt but he or she needs to be financially prepared as well. Cancer treatment can cost anything between Rs. 3 to 25 lacs and we need to realise that the financial aspect of the fight is the only thing one can have a control on. Our new campaign emphasises on the fact that being financially prepared is now easy with HDFC Life Cancer Care and if the need does arise, it will allow you to fight with dignity. For the very first time we have used a celebrity to communicate our message as she personifies the journey of a cancer survivor and offers real life testimonial. With her positive attitude and self belief, Lisa Ray embodies the brand philosophy of Sar Utha ke Jiyo. She takes us through her journey and experience in getting over cancer, and her understanding of the importance of financial preparation in this situation. In this ad, we have thrown light on the utmost important factor of the cancer struggle – the financial one."
Raj Deepak Das, chief creative officer, Leo Burnett, added, “When one talks about fighting cancer, you hear about the emotional and physical struggle and how being mentally strong helps. But, one rarely talks about the financial struggle. In a situation where there is lack of money to undergo cancer treatment, the pain and the emotional trauma is much bigger. The idea was to reflect this thought by engaging with consumers on an emotional platform. Real life stories inspire us. We therefore decided to feature Lisa Ray and underline the importance of money in fighting the life-threatening disease. She is a perfect fit as her positive attitude and self-belief resonates well with the brand philosophy of Sar Utha Ke Jiyo.”
Credits
Creative agency: Leo Burnett, Mumbai
CCO: Rajdeepak Das
Group ECD: Aman Mannan
Creative director: Neeraj Singh
Associate creative director: Srijan Shukla
Art director: Nidhi Handa
Planning team: Ajeeta Bharadwaj, Niharika Talwar
Account management: Oindrila Roy, Priyanshi Saksena, Sharon Thambi
Production house: Red Ice Films
Director: Robby Grewal
Executive producer: Gary Grewal
Producer: Richa Lal
