HDFC Life Insurance Company assures viewers that anyone can #BounceBack
HDFC Life Insurance Company Limited, one of India’s leading long term life insurance solutions provider, has launched a new brand campaign which focuses on the real life story of Darpan Inani, who lost his eye-sight due to an illness, at a very young age, and yet bounced back to become the highest rated visually impaired chess player in the country.
As a brand, HDFC Life has always stood for pride, encouraging independence through self reliance. The brand has always highlighted the hard-to-replace-individual who not only provides for his/her family, but also enables his/her loved ones to #BounceBack from any challenges they face.
The film showcases the inspiring story of Darpan, whose eyes were affected by the Steven Johnson Syndrome at the age of 3 years, causing him to lose his eye-sight. But this did not stop him from pursuing his dream. According to Darpan, chess is a game of vision and not visibility, thus allowing him the opportunity to compete in the game as any other competitor would. He not only excelled at the game, but also went on to become the first visually impaired Indian (in his category) to win the Creon Open Chess tournament, in France in August 2018.
Playing a pivotal role in his success, Darpan's family encouraged self-reliance and pushed him to #BounceBack from the situation and to live a life of pride.
Mr. Pankaj Gupta, Chief Marketing Officer, HDFC Life, said, "This story of self-reliance strongly resonates with HDFC Life's proposition of 'Sar Utha ke Jiyo'. Through this ad, we want to leave our viewers with the message that anyone can #BounceBack, despite challenges and limitations. All they need is the right kind of support, encouragement and financial preparedness. Darpan's parents imparted a valuable life lesson on self-reliance, serving as a backbone to his success and empowering him to conquer all odds and achieve his dreams.”
Mr. Rajdeepak Das, MD, India & Chief Creative Officer, South Asia, Leo Burnett, said, “Darpan Inani’s story is about human resilience. His spirit of never giving up embodies HDFC Life’s ‘Sar Utha Ke Jiyo’ ethos. This campaign touches upon the very human behaviour of bouncing back, and it is people like Darpan Inani who inspire us to do our best in any situation. This work is purely Humankind and we hope it will move our consumers into the importance of having life insurance.”
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, livemedia with significant focus on the digital and social media.