Tag: Pankaj Gupta – Sr. EVP (Sales) and CMO

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.

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