HDFC Life’s campaign in WB and Odisha to drive need for financial preparedness

Mumbai, Jul 01

HDFC Life, one of India’s leading life insurers, is known for campaigns that connect with audiences

through relevant and insight-based communication. In its latest campaign, the life insurer has reached

out to audiences in the Eastern part of the country – across the states of West Bengal and Odisha - with

the message 'Enjoy today while planning for your family’s tomorrow'. The ad film features Abir

Chatterjee, one of West Bengal’s prominent actors.

Given India’s cultural diversity, regional marketing plays a key role in building stronger connections.

Recognizing this need, HDFC Life launched a unique region-focused campaign approach last year,

starting with the Southern states. The campaign and other focused efforts saw the brand improve on its

key health parameters like awareness across southern markets. After South, HDFC Life has decided to

now focus on the Eastern states of India.

Consumer studies from the East indicate that lifestyle improvement is on top of the list in terms of

financial goals. Individuals aspire to enjoy their life to the fullest with their families – outings,

vacations, celebrating cultural events, etc. In order to ensure that the family’s goals and aspirations are

not compromised, one needs to secure their future with timely financial planning. This is conveyed by

the protagonist as he speaks about his childhood memories in the ad film.

Speaking about the campaign, Pritika Shah, Head – Marketing, HDFC Life, said, “India is a culturally

diverse country. To reach out to such audiences across different regions, it is important to connect

through cultural nuances and regional references, tailored towards their financial priorities and

mindset. This has been the core thought behind our region-focused strategy.

The positive response to our earlier South-focused efforts has encouraged us to take this approach

towards other parts of India. Our first-ever East-focused campaign, featuring Abir Chatterjee, has been

launched for the audiences of West Bengal and Odisha. We believe that with our campaign, we will be

able to connect and inspire more individuals towards financial independence.”

Adding to this, Vikram Pandey, Chief Creative Officer, Leo - South Asia said, "For our first

conversation with key Eastern states of West Bengal and Odisha, we wanted to lead with a trusted

voice who could be a catalyst for change towards responsible financial planning. We brought the

conversation to life through the voice and journey of celebrated actor Abir Chatterjee. Through this

campaign, we hope to capture the audience’s attention and mobilise them to secure their family’s

future.”

The campaign will be available across multiple media platforms, including television, digital, and

outdoor.

EoM.