Tag: Leo Burnett

Business World

HDFC Life’s latest brand campaign Talks about role of financial planning in scripting one’s Bounce Back

Feb 25, 2021 by Neel Achary 0 Comments #CEO & Chief Creative Officer – South Asia, #HDFC Life, #Leo Burnett, #Pankaj Gupta - Sr. EVP (Sales) and CMO, #Rajdeepak Das

HDFC Life, one of India’s leading life insurers, has launched its latest brand campaign, Bounce Back. The communication conveys how financially securing one’s future makes things easier when it comes to charting a new course to success.

The past year stood out because of the pandemic and its impact on lives across the world. We faced challenges at various levels. However, what emerged stronger was human resilience. Despite the overwhelming circumstances, people adapted to the changing situations and overcame the challenges that arose, through sheer determination.
New businesses are starting and employment opportunities are being created despite the economic stresses the nation faced. Financial preparedness played a big role in this and it has been one of the key enablers for individuals who went ahead with their plans despite the prevailing uncertainties.

It is this never-give-up spirit that has been captured in the latest brand campaign by HDFC Life. The ad film focuses on the story of a couple, who, on the cusp of success reminisces on their journey of growth – from when the husband lost his job to opening their new retail store ‘Fashion House’. When the family was at its lowest, their determination and their financial preparedness helps them script a bounce back. The brand, thus, has touched upon a relevant subject and has focused on encouraging everyone to be financially prepared in order to pivot to success from their setbacks.

Link to the TVC: https://www.youtube.com/watch?v=S6pWCUuW714
Speaking on the launch, Pankaj Gupta – Sr. EVP (Sales) and CMO, HDFC Life, said “The pandemic has tested us all, creating an atmosphere of uncertainty. Individual confidence has been low and the feeling of financial insecurity has been higher.

The importance of life insurance to protect oneself from financial setbacks was reinforced during this period of human history. The most important thing these times have taught us is the importance of family and the need to secure our family’s future.

Our latest brand campaign celebrates the indomitable human spirit and how financial resilience helps one to overcome challenges”

Adding further, Rajdeepak Das, CEO & Chief Creative Officer – South Asia, Leo Burnett said “The past year has made everyone realize that setbacks can come at you most unexpectedly. But these tough times can also present the opportunity to pivot to a better future. However, the only way one can embrace these changes is when you are financially secured and well planned. This thought is poignantly put across in our film which narrates the tale of a couple’s success and takes us back in time when life dealt them an unexpected setback and how they overcame it. This campaign is the perfect extension to the brands ‘Bounce back’ narrative and takes a cue from the steadfast Indian spirit of resilience.”

The campaign will be promoted across multi-media platforms with focus on Television, Digital, DTH, OOH and PR.

Business World, News

PhonePe’s vivid new brand film high-fives our digital way of life…

Feb 11, 2021 by Rekha Nair 0 Comments #Brand Marketing, #CEO & Chief Creative Officer – South Asia, #Director, #Leo Burnett, #PhonePe, #RajdeepakDas, #Richa Sharma

National: PhonePe, India’s leading digital payments platform, announced the launch of their new brand campaign ‘Har phone pePhonePehai’ celebrating their market leadership in India. The centerpiece of the campaign is multimedia, audio-visual, real-life animation video set to a catchy tune, packed with pop-culture cues as a salute to their 25 crore+ users in 2021. By employing a range of multimedia formats including video game graphics, quirky illustrations as well as stop motion treatments, the film is a unique visual treat that pays tribute to some of 2020’s favourite cultural moments, including ‘Rasodemeinkauntha?’

With 1 in every 5 Indians now registered on the app, PhonePe’s adoption is proof of the scale and superior product experience we offer. This campaign is a delightful showcase of the myriad ways in which Indians have welcomed PhonePe into their lives and onto their phones. The convenience of transferring money safely, paying bills, making contactless payments, buying gold, investing in mutual funds or insurance, or even booking a gas cylinder, all on PhonePe from anywhere, is a reminder of how we are always moving forward in our lives.

For a moment, rewind to 2014, when you were always on the lookout for an ATM, had grown tired of producing ‘exact change’ after a ride, stood in long queues to pay your bills or even had to wait 24 hours to transfer rent to your new landlord. Fast forward to 2020, when you carry a wallet, but just out of habit. You can pay for a cab ride, recharge your phone, save tax with the right investments, pay electricity bills, send money to your family and buy insurance for your upcoming vacation, in a flash! All you need to do is tap the पेiconon your mobile screen.

The inspiration of the campaign is the life role that PhonePe plays for our users all over the country. This film gives voice to their little moments of forward motion that we recognise as progress. Bill payments that are as easy as playing your favorite game, quick and convenient QR payments and financial services that unlock the meaning of ‘aatmanirbhar’ are some of the features our users have come to rely on. We decided to break away from conventional storytelling formats to infuse this piece with the quirk we hope our audiences will enjoy” says Richa Sharma, Director, Brand Marketing, PhonePe.

The campaign was developed by Leo Burnett Mumbai.

Speaking about the campaign RajdeepakDas, CEO & Chief Creative Officer – South Asia, Leo Burnett, said “The Har phone pePhonePe’ film is layered with multiple messages and pays an ode to both the Indian spirit of resilience and celebrates the PhonePe users and the digital enhanced lives that we are living. It captures India’s journey over the years as we accept and adopt digital solutions as part of our everyday lives. It celebrates the progress and growth that the country has witnessed and PhonePe’s unparalleled contribution which has led to the same. The film uses very interesting visual execution to narrate its story.”

Business World, News

Select The Right Insurance Plan: Insurancedekho Launches Its First TV Campaign

Jan 29, 2021 by Rekha Nair 0 Comments #Ankit Agrawal, #Arjuna Gaur, #CEO and Co-founder, #Director, #InsuranceDekho, #Leo Burnett

Mumbai: InsuranceDekho, a leading insurtech startup, today announced the launch of its maiden TV campaign – Aap Insurance Dekho. Baaki Hum Dekh Lenge. As part of the campaign, InsuranceDekho has focused on creating awareness about the importance of health insurance for the common man.

The campaign aims to educate people about end-to-end services offered by InsuranceDekho and demonstrates their trustworthiness. Customers can compare and review policies online, get the right policy at the right price, consult an insurance expert and receive unconditional support from a dedicated help desk, especially during claim settlement. The light-hearted campaign aims to instill confidence among the customers about buying their health insurance from InsuranceDekho and puts the customer at ease by announcing, “Aap Insurance Dekho. Baaki Hum Dekh Lenge!”

Speaking about the campaign, Ankit Agrawal, CEO and Co-Founder, InsuranceDekho, said, “Our campaign aims to establish the importance of insurance in the life of a common man. Customers are at the core of everything we do at InsuranceDekho. We are focused on providing a hassle-free experience, from helping the customers choose the right policy up till the claim settlement. With this campaign, we seek to assure consumers that purchasing an insurance policy is a very easy task. With our offerings, we make it possible for them to move ahead.”

The campaign was conceptualized by LEO BURNETT and directed by Arjuna Gaur.

In recent times, COVID-19 has necessitated consumers to relook at their current health cover to consider diseases that never existed before, and to also augment their existing health insurance cover. It has also changed the outlook towards certain aspects like coverage for hospitalization at home, special coverage for PPE kits etc, as in case of a pandemic these became an important part of health insurance coverage.

Arjuna Gaur, Director, Leo Burnett said ‘Getting the right health plan and assistance is a tough task. The film is a metaphor, revealing the worries of people with inadequate or no health insurance policies. The challenge was to tackle a serious subject like healthcare with humour without devaluing the message. But with the right cast and chemistry between them, we were able to emphasize the importance of choosing health plans properly. And how InsuranceDekho.com is a platform that empowers people to do so while giving them end-to-end support.’

InsuranceDekho

Launched in 2017, InsuranceDekho is an Insurtech venture. It enables consumers to compare different insurance policies based on their requirements and offers them the best choices available. In a very short time, InsuranceDekho has achieved rapid growth, with the company business doubling every quarter. The organization operates in both the B2B and B2C space, consumers can acess their digital platform at insurancedekho.com. InsuranceDekhohas tie-ups with 31 insurance companies offering Life, Health and Motor insurance currently. The company intends to close March 2021 at an annualized run rate of 3.6M policies. The company is headquartered at Jaipur and has offices in Gurgaon, Ludhiana (Punjab), Noida (Uttar Pradesh), Sri Ganganagar (Rajasthan) and Udyog Vihar (Haryana).

News

For the Very First Time, Father-Daughter Duo MS Dhoni and Ziva, Join the Playful OREO Brigade For #OreoPlayPledge

Jan 6, 2021 by Rekha Nair 0 Comments ##OreoPlayPledge, #and Mark McDonald, #Associate Director – Marketing (Biscuits), #Digitas India, #Executive Vice President and Head of Creative, #Leo Burnett, #Managing Director - India and Chief Creative Officer - South Asia, #Mondelez India, #MS Dhoni and Ziva, #Rajdeepak Das, #Sudhanshu Nagpal

INDIA: Building on the proposition to bring families closer by encouraging playful connections, OREO, the world’s No.1 and India’s favourite cookie brand, is further fortifying its promise of infusing a dose of fun in everyone’s life with its latest campaign #OreoPlayPledge. With this campaign, the brand is putting its purpose into action and inspiring people to snooze away from their busy lifestyles and take a pledge to create and cherish the much-needed moments of fun with their loved ones. This sentiment will be brought alive by the much-loved father-daughter duo – former team India Cricket captain, MS Dhoni and his daughter, Ziva Dhoni, offering Oreo fanatics a glimpse of their playful connection on-screen.

Commenting on the campaign, Sudhanshu Nagpal, Associate Director – Marketing (Biscuits), Mondelez India, said, “As one of the country’s most loved brands, Oreo has always strived to spark playfulness and inspire connection moments in our consumer’s lives. However, in current times, amidst blurring lines between personal and professional life, carving out valuable family connection moments has come to assume even more importance. So, as we wrap up what was a tough year, and enter 2021 with much anticipation, we are launching this new campaign called #OreoPlayPledge in month of January. Oreo’s endeavour through this campaign will be to infuse positivity and inspire our consumers to create more play-connect time with their loved ones in times ahead. We are also bringing MS Dhoni and Ziva on board as Oreo brand ambassadors for this campaign. Given their loving relationship & playful chemistry, we believe the duo will be Oreo’s best partners to bring this campaign alive and inspire our audiences to join the bandwagon of Oreo playful pledges.”

Sharing his experience, MS Dhoni said, “Shooting with Ziva for the first time was a delightful experience for me. It was fun to share our playful moments on screen with Oreo, our favourite cookie. Ziva & I had a great time on the set for the new campaign, #OreoPlayPledge which has a beautiful message. It inspires you to make a commitment to take out time to connect playfully with your family. This is a challenge I’ve personally faced as a parent too and it feels great to be associated with Oreo to spark a positive change with the power of playfulness.”

The new TVC, conceptualised by Publicis Group for Mondelez India, showcases MS Dhoni and Ziva Dhoni on a bright Sunday morning, baking a cake for Ziva’s mom. However, this task comes with a twist! For every Oreo cookie they place as garnish on the cake, they take a pledge to spend more time with each other. The funny and mischievous conversation and playtime between Dhoni and Ziva ends with a sweet ‘Twist, Lick, Dunk’ moment reiterating the thought that ‘The more we stay playful, the more we connect’, and inspiring people to share their playful pledge on www.OreoPlayPledge.com.

Rajdeepak Das, Managing Director – India and Chief Creative Officer – South Asia, Leo Burnett, and Mark McDonald, Executive Vice President and Head of Creative, Digitas India, explain how the gruelling lockdown and all the anxiety makes reconnecting with our loved ones more important than ever. “Play is the universal language of connecting with one another. So, as we step into a new year, our campaign encourages everyone to take the ‘Play Pledge’ with Oreo,” Rajdeepak says. Mark adds, “We’re looking to launch and build on-going conversations with our consumers to commit to creating and enjoying moments of fun with their kids. And we’re confident that MS Dhoni and his daughter Ziva are the perfect ambassadors to bring this message alive.”

News

HDFC Life takes the testimonial route for its latest term insurance campaign #Decision2Protect

Dec 19, 2020 by Rekha Nair 0 Comments #HDFC Life, #Leo Burnett, #Managing Director - India & Chief Creative Officer - South Asia, #Pankaj Gupta - Sr. EVP (Sales) and CMO, #Rajdeepak Das

HDFC Life, one of India’s leading life insurers, has launched the #Decision2Protect campaign. A part of the ongoing protection campaign, #Decision2Protect is a customer testimonial-based campaign that intends to showcase the need for term plans through the stories and experiences of the policyholders, narrated by the policyholders themselves.

As part of its research activity, the Company connected with existing policyholders to understand their reasons for choosing an HDFC Life term plan. This exercise not only offered insights but also brought to the fore powerful stories that are relatable to a larger audience, which in turn created the foundation for the testimonial campaign.

Speaking on the launch, Pankaj Gupta – Sr. EVP (Sales) and CMO, HDFC Life, said “We created the campaign around policyholders who believed in and benefited from our life insurance products – sharing their thoughts about how the product worked and enabled them to continue living their lives fully, despite the uncertainties that they faced. These powerful themes are universal and we feel confident they will resonate with the larger community.

While the concept of term life insurance is quite well established, not everyone acts in a timely manner or benefits from the product. We take it as our responsibility to create greater awareness that enables individuals to take the decision to protect at the right time.

The COVID-19 pandemic has impacted millions of lives bringing about an even greater sense of uncertainty. It has made every individual with financial responsibilities realise the need for protection for self and family. And that is what term life insurance provides. It acts as a safety net for the family and protects them against the uncertainties of life.”

Earlier this year, HDFC Life launched a protection campaign to drive awareness of             HDFC Life’s Click 2 Protect term offerings. This latest campaign will take it a step further and showcase not only the need for term plans but also how they have changed the lives of real people. The campaign will be promoted across multi-media platforms with focus on Television, DTH and Digital.

What the past one year has taught all of us is that life is full of uncertainties. But with a little bit of foresight we can overcome any unforeseen setbacks. HDFC Life’s new #Decision2Protect campaign explores such real life examples of people who ensured that their loved ones are able to tide over any eventuality that might come their way. And more importantly, it tells that all-important message that a small decision can go a long way in ensuring that our families are always protected.” says Rajdeepak Das, Managing Director – India & Chief Creative Officer – South Asia, Leo Burnett.

At 2.74%, life insurance penetration rate in India is still one of the lowest in the world. This under penetration has increased the mortality protection gap in the country and with the presence of COVID-19 in everyone’s lives, customers have realized the importance of securing their future against uncertainties.

 

Team Credits:

MD – India & CCO – South Asia, Leo Burnett: Rajdeepak Das

MD – India & CSO – South Asia, Leo Burnett: Dheeraj Sinha

National Creative Director: Sachin Kamble

Executive Director: Sujay Rachh

Executive Creative Director: Mayuresh Dubhashi

Creative Team: Savya Narang, Rucha Rao, Anupam Menon, Rachita Karnik, Sachin Pardeshi

Senior Vice President: Ashima Mehra

Account Management: Aditya Atre, Dilip Varu, Divya Ganeriwala, Aamir Pinzara, Khushboo Patil, Ananya Pachuari,

Planning: Noor Samra, Anjali Kamath, Shashank Bhagchandani

Production House: Content Factory

Director: Ateet Chaddha

Producer: Tanaya Barve

Asst. Producer: Surbhi Bafna