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.”

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The current situation is the best example of uncertainty and how pandemic occurs when we least expect it. In such a scenario, having life insurance is the best way to keep our families and loved ones safe. Produced by Leo Burnett, the 25 second commercial tells how uncertain the times are and how insurance helps in keeping our families safe and secured.

“Recent surveys on Indian consumer sentiment reflect their concerns about their own as well as their family’s well-being. There is a rising sentiment that in the current situation, one needs to be even more proactive about financial planning and securing their family’s future. Term insurance is a must-have product for every individual. It protects the family financially by playing the critical role of acting as an income replacement in case of an eventuality,” said Pankaj Gupta, Senior EVP (Sales) and Chief Marketing Officer of HDFC Life.

He also said that according to a recent survey “Swiss Re Report” it has been found that there was a huge protection gap of 92.2% in India where people are either underinsured or uninsured. This campaign aims to create awareness in that area and help people make the right decision for their future.

“These past few months have brought home the fact that life is uncertain at best and highly unpredictable. But one thing that stays steady through tough times is the love for our family. And keeping this in mind HDFC Life talks about the importance of insuring yourself and thereby, ensuring that if a crisis comes unexpectedly, your family is well prepared to tackle the fallout. While we always hope for the best, we should also be prepared for the worst. We hope this campaign reaches out to maximum people and nudges them to take the first step towards securing their loved ones,” said Rajdeepak Das, Chief Creative Officer at Leo Burnett, South Asia branch.

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