HDFC Life Unveils New Campaign To Make Retirement Planning Look Good

Recently, an annuity campaign redefining the archaic concept of this category is launched by HDFC Life. A simple question to potential retirees, “Aap bade hoke kya banna chahte ho?”, sets the tone for the ad. HDFC Life is positioned as a facilitator offering a solution to realize long-cherished dreams without having to worry about the risk of running out of money.

In this campaign, HDFC Life has built an inspiring narrative that challenges the audience’s mindset around retirement. The ad conveys that human potential is beyond one’s retirement years thereby inspiring individuals to choose a retirement product that enables fulfillment of dreams. It is centered on HDFC Life’s annuity product ‘Pension Guaranteed Plan’ that is designed to provide guaranteed monthly income which not only secures an individual’s retirement but also enables one to fulfill the dreams of their youth which got abandoned once responsibilities took over.

In collaboration with Wieden & Kennedy, the campaign is conceptualized. A social campaign has been created and thought leaders have been on-boarded to drive credibility, scale, and the reach of the message in the quest to impact culture.

Vishal Subharwal, executive vice president, e-commerce and digital marketing, HDFC Life, said, “Retirement planning is a critical part of every financial plan. Most individuals ignore this activity. This is also because retirement seems boring and individuals don’t look forward to it like other phases of their lives. Through this campaign, we want to break the stereotype and make retirement planning aspirational and enable Indian consumers to manage longevity risk.”

Dean Wei, executive creative director, W+K, added, “Thinking about our futures, and how to achieve our goals after retirement isn’t just a boring financial exercise, based on a rational decision. It’s about dreams and plans, big and small. We wanted to take a different tack than most financial communications and give people an emotional reason as to why they should make a smart decision earlier rather than later. And since it’s about dreams, sometimes lifelong dreams, we wanted to make the work fun and not intimidating, but mostly not cheesy and patronizing.”