Shephali Bhatt
Jan 31, 2012

HDFC Life's new campaign says 'Click 2 Protect' your family

Sanjay Tripathy, executive vice president, head - marketing and direct channels, explains the rationale behind the new digital campaign

wide player in 16:9 format. Used on article page for Campaign.

HDFC Life has brought a new campaign to the fore to communicate the efficacy of its protection plans.

The campaign called 'Click 2 Protect' is created by Leo Burnett comprises of five TVCs that are running on air currently.

In these TVCs the protagonist is shown to be mindful of all the uncertainties of life and amidst that, he trusts HDFC Life to keep his family safe even after he is not around to protect them.

Watch the next set of TVCs from the campaign here



Sharing the rationale behind the new campaign, Sanjay Tripathy, executive vice president, head - marketing and direct channels, said, "The traditional challenge in our space is that protection plans are not very popular. There is a barrier which is that people want to see their money coming back, and we realised that the best way to break that barrier is through taking the emotional route."

Tripathy added on the insight which is that everybody loves their family and wants to protect their family's dreams at different stages of life. He pointed out that people like to buy from a strong brand they always look at a competitive price. "The commercial covered all these aspects," he said.

Watch the last set of TVCs from the campaign here:



Tripathy mentioned that the campaign has been extended to the digital forum so much so that digital has become the most important part of the campaign now.    


Client: HDFC Life
Creative agency: Leo Burnett, Mumbai
Executive creative director: Rajesh Mani
Creative director: Manan Mistry
Copywriter: Kumar Sawant, Shatrughan Tripathi, Rajesh Mani
Art director: Manan Mistry
Production house: Code Red Films
Director: Gajraj Rao
Media Agency: MEC


Campaign India