Exclusive | Creating financial awareness among women: HDFC Life's Sanjay Tripathy

HDFC Life, one of India’s leading private life insurance companies, has launched a campaign titled 'Model of Happiness' aiming towards the financial growth and prosperity of urban women of our country. With a clear objective of encouraging urban Indian woman to be financially independent, there is a month long activity which will start from September 22 until October 22, 2012 and across 6 malls and 12 corporate parks in Delhi, Pune, Bangalore, and Mumbai. To support the initiative a HDFC Life is out with an overwhelming TVC. 

 

Adgully spoke to Sanjay Tripathy, Executive Vice President and Head, Marketing, Product, and Direct Channels to know more about the initiative.

 

Speaking about the rationale behind the campaign, Tripathy said, “In our country mostly men face a lot of mishaps in their lives and so during our research and survey we came across the fact that women are not so really financially secured. Also we did a full fleshed survey along with value notes which is called ‘financial freedom index’ wherein we found out that only 42 percent of women have done any kind of financial planning and only 26 percent of women have taken professional help regarding that, which is really less as compared to men.”

 

During the research and analysis the team came across a very usual insight that it’s always men of the family who take financial decision and women have actually not got a chance to step ahead and take this decision. This was the insight that was given to agency as brief. Tripathy added that this is the right time and right way to create financial awareness among the women of our country. A financially secure woman can not only become an active member of the family’s decision making process, but can also be a source of happiness to her loved ones by meeting their needs on her own.

 

Also he believes that the brief came out in a very interesting thought with a tagline: Model of happiness. The experiential campaign presents a platform for women across key cities to narrate the happiest moment in their life in a public forum. as told by Tripathy the route of the campaign adopted is 'Director of happiness.'

 

Since the campaign targets urban women, when asked about the decision of targeting them, we learnt of what Tripathy believed, and as per what their research shows, as of now the women of Urban and Tier 1 cities are really ready for this initiative and women of Tier II and other cities would take time to evolve. 

 

“We took a step towards a 360 degree initiative and the TVC being a step towards promoting ‘financial freedom’ speaks clearly what we want to say,” he added.

 

The film opens in a middle class house showing a playful conversation between dad and daughter. While dad is reading the newspaper and the daughter sipping her coffee, dad tells her “Mahableshwar.” The daughter without a second thought says “Sri Lanka.” Then dad while doing yoga at home says “Goa?” The daughter, who is busy on her laptop, dismisses it with “Singapore.”

 

Then the scene Cuts to father-daughter on the sofa watching TV and the daughter says “Turkey!” Dad, as if bargaining, says “Ooty” Mom who is around hears something and asks “Kuch kaha?” Dad justifies “Nahi…nahi toh.” Again the scene cuts to the daughter-father on the dining table. Dad looks to see if mom isn’t around and whispers “Chalo Nanital toh theek hai.” His daughter refutes again and says, “Europe tour dad.” Dad tries to explain “Beti main itna kharcha nahi kar sakta hoon.” Daughter replies “Par main toh kar sakti hoon na.” “Ab aap poochenge, itne paise kaha se aaye. Dad kaafi time se plan kiya hai. And then she(the daughter) softly says, Happy 30th anniversary!" Mom who walks in noticing this asks, "Kya planning chal rahi itne din se? Proudly dad adds “Jisse kandhe pe ghumata tha, aaj humme Europe ghuma rahi hai.”

 

The TVC seems really emotional. Tripathy says, “No doubt that is the most touching moment for a father but it clearly portrays the fact that if you plan for the future you are really secured and with this the women can also become integral part of the family in terms of financial decision making.”

 

Also as mentioned above and as said by Tripathy, since its 360 degree campaign so apart from television, this film will be supported by other mediums such as print, OOH, and digital medium which will have significant focus.

 

As a part of the initiative, approximately 12ft x 12 ft video booths titled 'Model of Happiness' will be installed inside key malls and corporate parks. The booth will represent a mini film set with iconic movie elements in place like a ‘Director’ chair and lights, trussing to attract even those women who haven’t yet seen the sample videos. Each urban woman, who has been a 'Model of Happiness' in her family, can create her own personal video film about her story in these booths.

 

All these videos will be uploaded on the company's new microsite - www.smartisyou.com and the Facebook page - www.facebook.com/smartisyou. Each woman is also encouraged to share the same on her personal Facebook page and Twitter handle so that she becomes a lobbyist of her own videos and stories to inspire others.

 

HDFC Life plans to feature the best videos in OOH screens, cinemas across the country as a larger appeal to the ‘Models of Happiness’ platform which will help percolate the inspiring actions of these women to million others. The best videos will be judged by an HDFC Life selection panel and on people’s choice (likes received on the company social media's pages, where the videos will be posted). | By Aanchal Kohli [aanchal(at)adgully.com]

 

Campaign Credits:

Creative agency - Leo Burnett

Executive Creative Director – Nitesh Tiwari

Creative Director – Manan Mistry

Copywriter – Akshay Seth, Shatrughan Tripathi

Art Director – Manan Mistry , Vallabh Yeolekar, Amol Bhanse

Account Management: Suvadip Ghosh, Sugandha Tandon, Kunal Mashettiwar

Account Planning: Nikhit Shetty

Production House - Chrome pictures

Director - Hemant Bhandari