By A Correspondent
HDFC Life has unveiled yet another impactfulmulti-media brand campaign. With ‘Apnokoapnedumpejeenasikhao’ as the proposition for the campaign, the film reinforces the importance of self-reliance along with financial independence.
Over the years, the role of the earning family member has changed immensely; it has transcended the traditional values of just being the person who takes care of household finances. Today’s men also work towards shaping their family’s values, enabling their families to live a life of pride.
Through a moving story of a girl’s journey from being an over protected daughter to a confident woman thanks to her husband who taught her the values of independence and self-reliance, HDFC Life once again reinforces its brand belief–SarUthaKeJiyo!
Leo Burnett India has conceptualised and created the newest campaign for the brand.
Speaking about the campaign, Senior Executive Vice President & Head – Marketing, Analytics, Digital & E-Commerce, Sanjay Tripathy said:“Over the years, the category has side stepped the real reason for buying insurance. Through this hard-hitting campaign, we wanted to go back to the basics of why insurance is purchased in the first place; to protect your loved ones and their dreams from untoward uncertainties. HDFC Life has always stood for ‘SarUthaKeJiyo’ – living an independent life of pride. Focusing on the evolution of a woman and her journey to self-reliance the new brand campaign will further the ‘pride’ proposition which is widely recalled and resonates with our audienceâ€.
Adding more perspective on the campaign, Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia said, “It’s a story of a young woman’s journey from a dependent daughter to an independent woman. She is able to transform because of her husband’s belief in her. The story has been told from the father’s point of view, and I believe the campaign makes the impact we aimed to make.â€
Apart from TV, the film will have legs on DTH, Cinemas, OOH, Digital, Social media and on-ground.