HDFC Life has launched a digital campaign #TheRightStep, to raise a toast to the moments of kindness that ordinary people show in their daily lives. Conceptualised by Logicserve Digital, it aims to encourage people to be the ray of hope in someone’s life through small acts of help and generosity.
The film tells the tale of six ordinary people who, by their small acts, have made a huge difference to people, especially the ones fighting their way through the pandemic. It is a compilation of six videos, each of which are ten-seconds long.
Vishal Subharwal, executive vice president, HDFC Life, said,“Our campaign #TheRightStep is our small initiative in recognising the everyday heroes around us while also encouraging the audience to follow their footsteps and focus on the ‘right’ thing in these critical times. With this campaign, we also wish to spread a sense of optimism with examples of how society has taken a selfless turn, and how with these small acts of kindness we can together fight this pandemic.”
Manesh Swamy, vice president, Logicserve Digital, said, “People are definitely not in the right frame of mind to interact with brands in such difficult times. What they expect from brands is to be compassionate, show empathy, and spread positivity.”
He added, “HDFC Life has always enabled individuals to live life with pride and we wanted to convey the same through our stories. Since we noticed everyone’s morale was at a low, we thought this is the right time to encourage people to step up and do the right thing, and help people navigate through these tough times. Hence, through quick actions in the short format, we wanted to convey how every single person can make a difference by taking the right step. Since a majority of the cities in the country were in lockdown, it was difficult to shoot but we managed to pull it off with all the safety norms in place. We hope after watching this, viewers get inspired to do the right thing.”