HDFC Life launches a new innovative digital platform that encourages you to leave behind more than just money

HDFC Life, India’s leading long term private life insurance solution provider has launched a new platform ‘Memories for Life’, where you can leave behind more than just money for your family. It comes from the customer understanding that, often, a lot is left unsaid in the strife for securing the future of loved ones. Here’s how it works: Record your message on the Memories for Life platform, set the date and time you want your loved one to receive it and HDFC Life is committed to ensure its delivery.

Memories For Life allows everyone to record video messages and collate a scrapbook full of your memories with your loved ones. You have the liberty to share it with them at a date and time of your choice. This unique time capsule can store messages for messages up to a period of 10 years. While creating the message, you have the freedom to choose the sound track, background template and create captions as many times for as many people.

Mr. Sanjay Tripathy, Senior EVP, Head Marketing, Products, Digital & E-commerce, HDFC Life, says, “We at HDFC Life believe that today’s hard-to replace individuals are far more important to their families than just their financial legacy. With ‘Memories for Life’, we have made a strategic move to shift life insurance from a transactional space to a more emotional one in the form of a time capsule. Also, this bolsters our position as a leader in the digital space improving the online end-to-end customer experience. Most of all, ’Memories for Life’ is a new opportunity for us to reinforce our brand promise of ‘Sar utha ke jiyo’ in our customers’ lives where they can record life’s little and big lessons to help their loved ones lead a life of pride forever.”  

This value added platform has been launched with an integrated online and offline media campaign. The brand film narrates the story of a young successful­ executive who forgoes a business trip to Singapore to spend his special day, his birthday with his mother. It is later revealed that it was after watching a poignant video of his father’s words of wisdom, recorded when he was 17 years old (10 years back), that propelled him towards this different path. The narrative emphasizes the power of the individual to guide his family through life’s many challenges, even in his absence.

Commenting on the launch, Raj Deepak Das, Chief Creative Officer, Leo Burnett, said, “The HDFC Life #MemoriesForLife is a strong example of how we are pushing the bar in bringing innovation, co-creation and creative thinking to build brands. 

We wanted to bring HDFC Life’s Sar Utha Ke Jiyo philosophy into practice. And that’s how we thought of this unique messaging platform, which we aptly named – Memories for Life. The platform enables the man of the family to leave behind valuable life lessons for his loved ones, so that they can make the right choices in life, even in his absence. In our busy lives we often lose out on special moments with our loved ones. This film subtly reminds us about that, without losing the Sar Utha Ke Jiyo lens of the brand.”

Campaign Credits

Agency: Leo Burnett, Mumbai

Chief Creative Officer: Rajdeepak Das

Group ECD:  Aman Mannan

Associate ECD: Pravin Sutar

Creative Team: Pradeep Kumar, Nidhi Handa, Maruthi Sivakumar 

Planning Team: Ajeeta Bharadwaj, Niharika Talwar

Account Management: Oindrila Roy, Ravi Adhikari, Sharon Thambi

Production House: Red Ice Films

Director: Sharat Kataria

Executive Producer: Gary Grewal

Producer: Vandana Singh and Kilan Shetty

Music: Hanif Shaikh

Lyrics: Varun Grover and Hanif Shaikh


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