Leo Burnett Singapore
6 months ago
HDFC Life, one of India’s leading private life insurance companies, has launched a new ad film that speaks about bouncing back from life's setbacks, instead of letting them bring you down.
As a society, we tend to glorify success. However, on the path to success, one often needs to overcome challenges, which are seldom spoken about. This creates a perception that successful people never face difficulties, leading to unnecessary pressure on individuals, especially children.
Keeping this in mind, the latest ad film by HDFC Life showcases an endearing story of a young girl who has not performed well in an examination, despite giving it her best effort. She faces the dilemma of explaining it to her father. However, her father senses her emotion and realises that he has been unable to prepare his daughter to deal with challenges. He therefore decides to start this lesson by revealing the setback that he had overcome in his life.
'BounceBack' has been used as a theme in the brand's recent campaigns. It further strengthens the brand promise of HDFC Life’s ‘Sar utha ke jiyo!’.
Speaking on the thought behind the campaign, senior executive vice president (sales) and chief marketing officer, Pankaj Gupta, said: "Preparing the young generation to face challenges and pressures, in order to do well and live a life of pride, is an integral part of parenting. Especially in today’s scenario wherein we often see students struggling due to academic, parental and peer pressures. Support from the family is what one counts on, to bounce back from setbacks. We have tried to portray this through the ad film”.
He further added: “Life insurance plays a similar role. It offers a support system which enables individuals and families to bounce back from life’s uncertainties. Be it critical illness, accidental disability or untimely death, life insurance empowers families in their bounce back journey by being their financial partner."
Speaking about the campaign Rajdeepak Das, managing director India and chief creative officer, Leo Burnett South Asia said: “This campaign takes forward the ‘BounceBack’ narrative. Failure is one of the most important teachers of life but we often shy away from talking about our failures. Through this campaign, HDFC Life adopts a refreshingly different and bold perspective and takes a stand to not only secure your loved ones financially but also emotionally to deal with failures. For a brand like HDFC Life, whose DNA emphasizes ‘Sar utha ke jiyo !’, this campaign is the perfect springboard to talk about empowering your loved ones to bounce back from setbacks.”
CEO, Publicis Groupe, South Asia: Anupriya Acharya
MD, India & CCO – South Asia, Leo Burnett: Rajdeepak Das
MD, India & CSO – South Asia, Leo Burnett: Dheeraj Sinha
Chief Operating Officer – West: Rakesh Hinduja
Executive Creative Director: Mayuresh Dubhashi
Creative Team: Rucha Rao, Vivek Kaul, Anupam Menon, Rachita Karnik, Sachin Pardeshi
Senior Vice President: Maninder Bali
Account Management: Aditya Atre, Dhwani Maheshwari, Divya Ganeriwala, Devanshi Vishana
Planning: K Shyam Kumar
Production House: Equinox Films
Director: Nitin Parmar
Producer: Annum Waris
Music: Hanif Shaikh
Categories: Insurance, FinanceLeo Burnett Singapore, 6 months ago