HDFC Life insurance has launched a campaign to increase awareness about early retirement planning. The TVC created by Leo Burnett targets a younger audience to change their mindset towards retirement planning, and went on air on 2 February.
The film opens with a young woman returning home with many shopping bags. Referring to her shopping, her husband comments that expenses are increasing. She retorts saying that his salary is also increasing. He solemnly replies that his salary will stop post retirement unlike the expenses that will continue to increase. He enlists various expenditures and says that they will drain him out. He goes on to say that he has never sought any body’s help in the past and does not intend to in future. The offended wife cedes that henceforth she will think and spend. Her husband stops her mid way, presents her with a gift and says that he has thought about it and that she can spend as she wishes. The TVC ends on a light note with the wife realising that he was joking all along. The voice over says, “Retirement plan karo taaki aapka kal bilkul aaj jaisa ho. HDFC Retirement Plans ke saath sar uthake jeeyo.”
Sanjay Tripathy, executive vice president and head, marketing, product and direct channels, said, “In India, the concept of retirement has undergone a paradigm shift in the last couple of years. In addition to maintaining the same lifestyle individuals have had during their working years, the expectation is also to pursue their interests and even take up hobbies. Our new campaign talks to a younger audience, to help change their mindset that retirement planning is an exercise which one needs to take up only when he is 40 to 45 years old and all other financial planning objectives have been met.”
KV Sridhar (Pops), chief creative officer, Leo Burnett, said, “Young professionals think retirement is too far away to worry about it today. This campaign taps into the insight that these people, all of whom grew up in a liberalised economy, prize their current lifestyle a lot and would like it to continue post-retirement.”
“Via a lighthearted story of a young husband playing a prank on his wife about his retirement, we delivered the need to plan your future and our promise ‘Taaki kal, bilkul aaj jaisa ho’. The humorous nature of the story allowed us to be more relatable to the target and yet maintain the HDFC brand space,” he added.
The campaign will also straddle print, OOH, and digital media.
Client: HDFC Life Insurance
Creative agency: Leo Burnett
Chief creative officer: K V Shirdhar
National creative director: Nitesh Tiwari
Executive creative director: Vikram Pandey
Creative director: Sheryas Jain, Piyush Gupta
Copywriter: Nitesh Tiwari, Shreyas Jain
Art director: Prasad Patil, Vallabh Yeolekar
National films head: Kevin Affonso
Film executive: Samson Vasave
Production house: Code Red Films
Producer: Subrat Ray
Director: Gajraj Rao