MxMIndia

Tag: HDFC Life

  • New campaign has been conceptualised by Leo Burnett India

    HDFC Life promotes post-retirement pension benefits in latest film

    By A Correspondent

     

    HDFC Life has launched a new pension plan that is directed at individuals who are about to retire from their jobs in the next five to ten years.

     

    Speaking about the campaign, Pankaj Gupta, Executive Vice President – Strategic Alliances, Bancassurance, and Marketing said: “Annuity is one of the key focus areas for us as an organisation. Our recent research reveals that post retirement; people struggle to manage expenses as they are anxious of their life ahead. Post retirement, with no salary coming every month, we tend to curb our lifestyle because though we have a large lump sum amount as savings, we are always afraid of outliving our savings. In such a scenario annuity product can play a major role as they ensure that you have guaranteed regular income akin to your salary that gets paid to you all your life. This can ensure that your life after retirement is similar to the one lived before.  We have tried to communicate this very benefit by way of this campaign.”

     

    Commenting on the campaign, Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia said: “Retirement brings with it a lot of sacrifices. However, retirees tend to give up their everyday joys to remain financially independent; these are the joys that give life meaning. People retire from their professional designations, and not as parents and spouses. We wanted to reassure our customers with the new Guaranteed Pension Plan policy, and I believe we have succeeded through this beautiful Humankind campaign.”

     

     

  • HDFC Life drives a significant part of their business through this online platform, employing a variety of online marketing channels

    HDFC Life appoints Adby Ventures as their anti-fraud partner

    By A Correspondent

     

    Adby Vantures, a company specialising in preventing frauds against businesses, announced that HDFC Life has implemented its solutions to detect and prevent fraud and protect interests of the business and customers.

     

    “Fraud is omnipresent. It is impossible for a digital marketer to escape it. Smarter is the marketer who acknowledges the risk and works towards mitigating it,” says Vivek Singh, co-founder, Adby Ventures. “In my ten years of marketing role, I faced everything from bot-spams​ to large call-centers especially designed to punch fraud. I am glad to work with other marketers to build defense layers against them. Globally, ad fraud is estimated to be more than 16-bn dollar problem this year. It is considered one of the largest forms of organized crime. Adby Ventures has deployed monitoring layer had HDFC Life’s online insurance platform, and it will serve as a gate for all incoming digital traffic. Suspicious patterns are immediately caught and reported. It serves as a CCTV except that it additionally highlights the thief in Red,” said Vivek.

     

     

  • This campaign aims to highlight the aspiring youth of today, who are responsible, believe in planning and are goal-oriented individuals

    HDFC Life’s new digital campaign

    By A Correspondent

     

    HDFC Life Insurance has launched a digital ad campaign which focuses on the #YoungAndResponsible. This campaign aims to highlight the aspiring youth of today, who are responsible, believe in planning and are goal-oriented individuals.

     

    Commenting on the new campaign, Pankaj Gupta, Executive Vice President-Strategic Alliances, Bancassurance and Marketing, HDFC Life said:“#YoungAndResponsible, the overarching theme of our campaign, challenges the common perception that exists about the young generations approach to life. It shows that though the young generation might seem to be easy going and carefree, they are actually aware of their responsibilities. Research has also revealed that the young generation has increasingly shown an intention to purchase life insurance. The campaign, therefore, allows us to connect with the young generation in a meaningful manner by enabling us to address their needs.”

     

     

  • The Senior Executive VP and Head – Marketing, Product, Analytics, Digital and E-commerce quit HDFC Life after a near-13-year stint

    Sanjay Tripathy quits HDFC Life

    Sanjay Tripathy

    By A Correspondent

    After spending nearly 13 years at HDFC Life, Sanjay Tripathy has called it quits. The Senior Executive VP and Head – Marketing, Product, Analytics, Digital and E-commerce has been with the insurance major since December 2004. Although there are rumours that he is starting out on his own, Tripathy did not indicate his next steps when we confirmed the news with him. His last day at work is tomorrow, April 14.

    An MBA in Rural Management, Tripathy has worked across industries with Reliance Infocomm, Mattel, Frito-Lay and  GCMMF. Tripathy is a well-known face in the Indian advertising and media community, is a keen runner and has recently shown his skills as an accomplished chef at the recently held WPP Stream.

     

     

  • New campaign by Leo Burnett India tells viewers 'Apnokoapnedum par jeenasikhao'

    HDFC Life’s new campaign highlights what’s best for the family

    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 audience”.

     

    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.”

     

    Apart from TV, the film will have legs on DTH, Cinemas, OOH, Digital, Social media and on-ground.

     

  • India's first digital talent hunt for children in association with #fame

    HDFC Life launches ‘HDFC Life YoungStars’

    By A Correspondent

     

    HDFC Life has announced the launch of India’s first ever digital talent hunt for kids for categories in dancing, singing, musical instruments and comedy. This unique initiative will invite talented children between the ages 6 and 14, from across the country to participate in the competition by uploading their video on its website www.hdfclifeyoungstars.com.

     

    Keeping with HDFC Life’s digital-first focus, HDFC Life YoungStars is driven primarily on the digital medium. Right from the call for entries round, wherein one just needs to upload a video on the website, to all its following phases, to the grand finale, the entire property is digital based.  Selected contestants who make the cut will be nurtured through the course of the show in their respective fields by the mentors. Finalists from each category will then get a chance to perform with their mentors and also win various other exciting prizes.

     

    Commenting on the launch, Sanjay Tripathy, Senior Executive Vice President & Head – Marketing, Analytics, Digital & E-Commerce, HDFC Life said, “The insight for this platform came from the understanding that parents are the first to spot a child’s potential talent. Parents are always looking for ways to help nurture the talent of their children, with the hope that their child will be able to harvest his/her complete potential. HDFC Life has always partnered with parents through financial planning to help children realize their full potential and capitalize on their talents. However, as a brand we have always believed in being more than just a financial enabler. Hence, with HDFC Life YoungStars we have gone a step further and created a platform where parents can help their kids to showcase, and nurture their talents under the guidance of our four talented mentors.”

     

    Further, Shreyas Rao, Senior Vice President, #fame said, “We are glad to associate with HDFC Life, one of the most forward thinking and digitally savvy financial services brands and Maxus in this exciting new initiative. At #fame, we have pioneered several properties capitalising on the power of mobile video to discover the new wave of exciting talent. HDFC Life Young Stars is a unique platform which will give young talented kids a digital stage to showcase their skills and get recognised.”

     

    Maxus ESP, the content arm of marketing services agency Maxus, played a pivotal role in conceptualizing the property with the brand’s objectives in mind. Besides partnering the creation process the team helped find the right platform and partner in #FAME by leveraging on its understanding of the media universe. Pooja Verma, Head, Maxus ESP said, “At Maxus ESP we believe that great content created by leveraging technology can significantly enhance the consumer’s experience of a brand. HDFC Young Stars is a great example of how we help make it happen. Today, the most commonly found gadget in the country is a handheld mobile device. What better way than using something as simple as a mobile to help encourage parents from all parts of the country to participate and showcase the talent of their kids. ”

     

  • This trend of early holiday planning was used by HDFC Life as a trigger to make people think and plan their retirement which is the longest holiday of their lives

    Holiday better after retirement, urges new campaign by HDFC Life

    By A Correspondent

     

    HDFC Life has unveiled its latest campaign that revolves around retirement. The campaign has been devised based on the insight that people today are very particular about their holidays and start planning for them very much in advance to avail better deals for all important holidays of the year. This trend of early holiday planning was used by HDFC Life as a trigger to make people think and plan their retirement which is the longest holiday of their lives.

     

    The objective of the campaign is to induce early retirement planning behaviour in the 35-45 year olds for whom retirement planning is not a priority today.

     

    The film is about a couple who are on a summer holiday along with their children. On a beautiful sunny morning, while the kids are playing in the backyard garden, the couple is right besides them, sitting on a see-saw, having a candid conversation. During the conversation, they happen to talk about retirement, which is their longest holiday and the need for planning it early.

     

  • The first session of BTL Baatein Live! happens on Friday, December 11 with Sanjay Tripathy, Senior EVP, Marketing, Product, Digital and E-commerce, HDFC Life in Mumbai

    MxMIndia announces BTL Baatein Live! powered by VISCOMM. Session 1 on Fri, Dec 11 with Sanjay Tripathy of HDFC Life

    By A Correspondent

     

    As competition grows in a marketplace that is getting crowded with multiple messages and many media entities, it has become a challenge for marketers to reach out to their audience, communicate the message and at an affordable cost. Moreover there is a fair amount of ‘wastage’ in mass media vehicles. Thus a ‘value for money’ and a ‘sureshot’ proposition of outreach is ‘below the line’ advertising and promotions (BTL).

     

    BTL is indeed a lot more than POS, vanilla activation ideas or outreach to potential consumers. There are scientific ways to design effective BTL campaigns. However, BTL is perceived as the distant cousin of various marketing tools, not many practitioners come out to discuss and share ideas on the craft and science of below-the-line activities. Ideas are shared peer to peer and are spread via word-of-mouth. Even the A&M trade media doesn’t cover BTL extensively.

     

    Earlier this year, MxMIndia, in association with VISCOMM started cataloguing thoughts and opinions of customers, practitioners, marketers and academia about BTL.

     

    Sanjay Tripathy

    BTL Baatein now goes to the next level with BTL Baatein Live! – with a series of interactions with leading marketers and practitioners who believe in power of BTL. To be held every second Friday each month, the first of its kind forum will bring industry leaders, experts, students and academia at an interactive round table to discuss experiences and share views and advice.

     

     

    BTL Baatein Live! kickstarts with Sanjay Tripathy, Senior EVP, Marketing, Product, Digital and E-commerce, HDFC Life on Friday, December 11 in Mumbai (at Bandra West) to be precise.

     

    This is a closed event where only those invited can attend. However, if you would like to attend this or forthcoming events, please mail editor@mxmindia.com with BTL Baatein Live! in the subject. You may call or text VISCOMM at +917045874561

     

  • First time ever a celebrity speaks on behalf of the Brand

    ‘Fight cancer with dignity’, says HDFC Life’s new campaign

    By A Correspondent

     

    HDFC Life has launched a new brand campaign on their latest product offering ‘HDFC Life Cancer Care’ which touches upon the importance of being financially prepared and continue to live and fight with pride should Cancer ever strike. The ad gives out the message that to win the cancer battle, it takes more than just emotional strength. It needs financial preparedness too. Celebrity and cancer survivor Lisa Ray endorses the cause by telling her story of how she survived cancer and the lessons she learnt along the way.

     

    Sanjay Tripathy, Senior EVP, Marketing, Products, Digital and E-commerce, HDFC Life, commented on the launch, “Much is said about cancer these days, but the conversations are mostly around physical and mental strength to fight against the disease. We believe that a person should be mentally strong without doubt but he or she needs to be financially prepared as well. Cancer treatment can cost anything between Rs. 3-25 lacs and we need to realize that the financial aspect of the fight is the only thing one can have a control on. Our new campaign emphasizes on the fact that being financially prepared is now easy with HDFC Life Cancer Care and if the need does arise, it will allow you to fight with dignity. For the very first time we have used a celebrity to communicate our message as she personifies the journey of a cancer survivor and offers real life testimonial. With her positive attitude and self belief, Lisa Ray embodies the brand philosophy of Sar Utha ke Jiyo. She takes us through her journey and experience in getting over Cancer, and her understanding of the importance of financial preparation in this situation. In this ad, we have thrown light on the utmost important factor of the Cancer struggle – the financial one.”

     

    Raj Deepak Das, Chief Creative Officer, Leo Burnett, added, “When one talks about fighting cancer, you hear about the emotional and physical struggle and how being mentally strong helps. But, one rarely talks about the financial struggle. In a situation where there is lack of money to undergo cancer treatment, the pain and the emotional trauma is much bigger. The idea was to reflect this thought by engaging with consumers on an emotional platform.  Real life stories inspire us. We therefore decided to feature Lisa Ray and underline the importance of money in fighting the life threatening disease. She is a perfect fit as her positive attitude and self-belief resonates well with the brand philosophy of Sar Utha Ke Jiyo.”

     

    Apart from television, this film will be supported by other media such as print, OOH, cinema and digital, which will have significant focus. #RayOfHope will be used to run a social media engagement campaign.

     

  • The film brings alive the pivotal role a man plays in empowering his family to live "Apne dum pe, Sar Uthake"

    Leo Burnett unveils long format ad for HDFC Life

    By A Correspondent

     

    HDFC Life has launched a new brand campaign after a period of five years that highlights how a man is hard to replace in his family’s life not just as a financial provider but for the role he plays in ensuring that the family becomes independent and lives a life of dignity.

     

    As a provider, a man ensures his family’s financial independence during his lifetime and even after. But it is not just money that makes him irreplaceable; it is actually, all those little everyday things he teaches his family that eventually helps them to stand on their own feet. Taking this as a platform to leverage the “Sar utha ke jiyo” story of HDFC Life, Leo Burnett has created a long format ad film.

     

    Directed by renowned filmmaker Vikramaditya Motwane, the film narrates a story of a father who helps his young daughter realize her dream of becoming a dancer. It takes the audience through a passage of ups and downs in the child’s life wherein the father works on instilling self-belief and creating strong emotional and physical confidence in his daughter. The film goes on to show how this girl literally stands on her own feet even when the odds are stacked against her and she emerges victorious – all thanks to her father’s actions that not only made her dream big but led her to achieve it too.

     

    Sanjay Tripathy

    Speaking on the launch, Sanjay Tripathy, Senior EVP – Marketing, Products, Digital & Ecommerce, HDFC Life said, “The ‘Sar Utha Ke Jiyo’ campaign has historically encouraged people to lead their life with dignity. We felt there was now a need to redefine what living with pride and dignity means to people today. We wanted to bring alive the pivotal role a man plays in empowering his family to be self reliant and live with their heads held high in today’s world. The new film communicates this message very well and goes on to substantiate this  vital role using the touching narrative about a father instilling enough confidence in his daughter to help live her dream with joy and dignity.”

     

     

    Raj Deepak Das

    Commenting on the launch, “Raj Deepak Das, Chief Creative Officer, Leo Burnett said, “Sar utha ke jiyo” is a true life lesson every parent teaches their children in their own way. And that is what we did in our story. A simple human and purposeful story, of a father’s way of teaching his daughter to live with pride.”

     

    HDFC Life plans to take its new campaign to the customer through different platforms and intensify the brand experience. Apart from television, this film will be supported by other media such as print, radio, OOH, DTH, cinema with significant focus on the digital and social media.

     

  • For the first time makes use of illusion technique to connect with a niche investor segment

    HDFC Life unveils new ad campaign

    By A Correspondent

     

    HDFC Life has launched a new marketing campaign targeted at a niche investor segment that is well versed with ULIPs and is experienced in online buying. The campaign aims to raise awareness about HDFC Life’s second generation online ULIP – Click2Invest. Click2Invest is a unique online Unit Linked Insurance plan that offers not just financial protection but also a range of investment options. This first of its kind of plan is extremely cost effective as it invests 100 per cent of the premium and only charges fund management fee and a risk premium for mortality cover.

     

    Sanjay Tripathy

    Commenting on the new campaign, Sanjay Tripathy, Senior EVP – Marketing, Product, Digital & Ecommerce, HDFC Life said, “Click2Invest has been a game changing plan for the life insurance industry. It passes all benefits to customers by offering 100% premium investment with just fund management and mortality charges – no premium allocation, policy administration and discontinuance fee. On this aspect, it directly competes with ELSS Mutual funds & at the same time retains all the flexibilities offered by ULIPs.

     

    This is the first time that HDFC Life has created an ad that is not entirely based on the emotional quotient but is banking more on a pragmatic ground of investment versus returns. When an investor puts his money in a financial product, his greatest concern is to know about the returns. We have used this very insight to communicate the simple message of the benefits of Click2Invest. The story of the ad is woven around the low charges and how over a period of time, the reduction in charges helps to build a bigger corpus thereby making Click2Invest a superior investment plan over other ULIPs.

     

    On the campaign, Vikram Pandey, Executive Creative Director, Leo Burnett, said “ULIP Investments are often subject to numerous charges. So they do grow, but not to their best potential. This ad, in an innovative way, explains how a small difference in charges today can lead to a big difference in your final savings tomorrow.”

     

    HDFC Life plans to take its new campaign to the customer through different platforms and intensify the brand experience.

     

  • Proceeds from a panel discussion on Content Marketing held at MICA, Ahmedabad with Sanjay Tripathy, Kunal Jeswani and Sanjay Mehta

    Welcome, Content Marketing

     

    By Tanushree Bhatia

     

    It’s one of the biggest buzzwords in the media these days: content marketing. Advertising agencies are being forced to look beyond traditional ads to also include this new form of messaging in their offerings. And marketers have had to rejig their teams to be able to manage the new challenges thrown up by this new form of outreach. These and other issues were touch upon at a panel discussion at premier marketing and communications school MICA last Friday. The discussion was part of MICA’s annual marketing management festival Micanvas at its campus in Ahmedabad. The panellists were: Sanjay Tripathy, Senior EVP-Marketing, Product, Digital and e-Commerce, HDFC Life,  Kunal Jeswani, Chief Digital Officer, Ogilvy India, and Sanjay Mehta, Joint CEO, Social Wavelength and the proceeds were moderated by Pradyuman Maheshwari, Editor-in-Chief and CEO, MxMIndia and Consulting Editor, dna of brands.

     

    Sanjay Tripathy, Senior EVP-Marketing, Product, Digital and e-Commerce, HDFC Life

    Content was always a one-way communication. We then moved to blogs, social media and now there are multiple channels. It has increased manifold. It is very important to understand how the generation is changing. The readership of blogs has diminished over time. It is a checklist generation for example: 5 things to do, 10 things to do. It is all about instant gratification. Nowadays, constant monitoring and responding to user-generated content is more important than content creation.

     

    You can allocate 5 percent of the spends pie on digital and that can do a great job. I feel our social space is like personal space. Our social spaces are very segregated. You have to have a strategy as to what this strategy is best suited for.

     

    It’s not easy – but the age-old principle holds true: know your audience. For many companies, that audience is the always-on generation, which represents both their current (and future) customers, so smart marketing with them now can yield invaluable loyalty later on. If one is able to accurately target a few words or phrases that resonate with them, they will conjure a positive memory around your company, and, hopefully your product – so stay ahead of their game.

     

    Kunal Jeswani, Chief Digital Officer, Ogilvy India

    It’s about push/pull communication. Communication strategy focuses on push whereas content is around pull. It thus need not be created but can be sponsored. The content is designed to be either entertaining or add some value to the consumer. In the process of consuming the content, the consumer makes a brand association.

     

    My job didn’t exist five years ago. Things are changing and capabilities are being built. The digital medium plays a very important and large role in telecom, finance and auto sector.

     

    We have started to see things differently and the British Airways ad is the best example. The producer of the ad is not an ad filmmaker in fact he used to make expensive wedding videos. But the characters are real and none of the interactions are scripted. When you start capturing that kind of stuff is what I mean by content and not advertising.

     

    Consumers are very intelligent that way. No one can be fooled into it. Everything is usually branded example the Google ad. It’s clearly a Google film and no one is misleading you. But you still watch it like a piece of entertainment. What digital does is that it lets you do visuals. The only issue is how interesting you can make each element with a push.

     

    Sanjay Mehta, Joint CEO, Social Wavelength

    Today every company is a media company and they have a huge onus of creating tens of thousands of pages of content. A dilemma that is often faced by companies is the short attention span of a consumer. Gone are the days when there used to be long stories. We have shifted from emails to Whatsapp from SMS. And now there’s the Yo app. First the companies need to create content and then create content of interest. And who is the competitor? Everyone is a potentially great content producer. The world is rich with the quantity of content that gets created each day. Content has to align the agendas of both the brand and the user.

     

    There are question marks on user-generated content, but there are enough genuine reviews on the sites. There is a rating of the reviewer also for example in when I go to a Zomato, I see reviews by my connections first.

     

    This report first appeared in the dna of brands issued dated November 17, 2014