HDFC launches new ad film for the #BounceBack campaign

HDFC Life brings back their #BounceBack brand campaign with a new ad film this year. The film highlights the importance of speaking out about failure as much as success to bring transparency in relationships.

Conceptualised by Leo Burnett, the brand has released a digital film that continues to build on the brand’s theme of #BounceBack.

The 2-minute long film explores a child and parent’s mindspace under exam pressure and the cycle of behaviour that it creates. Creating that scenario in a short frame of time, the brand explores the productive and unproductive reactions to that pressure. The film also captures the larger than life brand tagline of ‘Sar Utha Ke Jiyo’.

“In Life Insurance, parents play a very important role in the buying decision. Customers buy life insurance for their children for different reasons, such as education, wedding, future business, etc. We have leveraged that to make the campaign relatable,” said Pankaj Gupta, Chief Marketing Officer, HDFC Life.

The brand positioning actively engages the younger audience with campaigns such as #BehindTheJourney and #YoungAndResponsible, where influencers speak directly to 25-35 year olds on the merits of financial planning.

Gupta further said, “From a future planning perspective, it is very important to know where your next set of customers is coming from. The youth, no matter where they are coming from, will need financial solutions and disposable income in the future. For us, it is not only important to resonate with parents in their mid-30s or early 40s, but also younger customers as their financial ability to buy products increases.”

The last quarter of the fiscal year 2020 is usually when financial planning is on the minds of consumers. According to Gupta, the last quarter accounts for slightly higher sales compared to the previous three quarters of the financial year. The campaign has been deployed for 6 weeks and will be on air till March 15, 2020.

Led by TV, the brand has launched a high decibel multimedia campaign that includes print, digital, OOH and Cinema.

Explaining why the brand brought back the #BounceBack campaign, Gupta said, “Our tagline, ‘Sar Utha Ke Jiyo’, is about living a life of pride. How do you live a life of pride? You have to overcome your setbacks. Both at a human level and as a product category, the theme of #BounceBack resonates with our brand so it made sense to bring it back.”


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