HDFC Life’s campaign promises no compromises post-retirement
HDFC Life, one of India’s largest private insurance companies has launched a new Pension Plan. The new plan is directed at individuals who are about to retire from their jobs in the next 5-10 years. People who are nearing the evening of their professional lives tend to feel anxious about their retired lives. The uncertainty tends to loom around their income and whether they will be able to sustain their existing lifestyles.
HDFC Life believes that no one should have to worry about their retirement. Through the new offering, HDFC Life has launched a single premium annuity plan that provides customers a regular guaranteed income for a lifetime and allows for them the option of planning ahead and deferring their annuity. HDFC Life has unveiled a multimedia integrated campaign to take the plan to its consumers. The new campaign alleviates their biggest fear of compromising their family’s financial independence post retirement. Leo Burnett India has conceptualised and created the campaign while Prodigious, Publicis Communications’ world-class, in-house production unit has produced it.
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Speaking about the campaign, Pankaj Gupta, Executive Vice President - Strategic Alliances, Bancassurance, and Marketing, HDFC Life said, “Annuity is one of the key focus areas for us as an organisation. Our recent research reveals that post retirement; people struggle to manage expenses as they are anxious about their life ahead. Post retirement, with no salary coming every month, we tend to curb our lifestyle because though we have a large lump sum amount as savings, we are always afraid of outliving our savings. In such a scenario annuity product can play a major role as they ensure that you have guaranteed regular income akin to your salary that gets paid to you all your life. This can ensure that your life after retirement is similar to the one lived before. We have tried to communicate this very benefit by way of this campaign.”
The film features veteran actors Sheeba Chaddha and Rajat Kapoor. Chaddha plays a woman who has always loved to eat out at restaurants, but is now reluctant to pursue her love for food. Her husband (Kapoor) is on the verge of retirement, and she believes she needs to be more careful with her money. Kapoor allays her fears about finances post-retirement, and assures her that there will be no compromise on everything she loves to do.
Adding more perspective on the campaign, Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia said, “Retirement brings with it a lot of sacrifices. However, retirees tend to give up their everyday joys to remain financially independent; these are the joys that give life meaning. People retire from their professional designations, and not as parents and spouses. We wanted to reassure our customers with the new Guaranteed Pension Plan policy, and I believe we have succeeded through this beautiful Humankind campaign.”
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The campaign is being promoted through Digital, Print, OOH, Cinema and Live Media screens.
CEO, Publicis Communications and Leo Burnett, South Asia: Saurabh Varma
Chief Creative Officer, Leo Burnett South Asia: Rajdeepak Das
Chief Strategy Officer, Leo Burnett South Asia: Dheeraj Sinha
Executive Creative Director: Pravin Sutar
Creative director: Sahil Aditya
Art director: Vijay Kumbhar
Planning: Amrita Chatterji
Account management: Rohini Radhakrishnan, Kiron Kumar
Executive Director & Head – Mumbai: Rakesh Hinduja
Head of planning, Mumbai: Ajeeta Bharadwaj
Business Head: Oindrila Roy
Production House: Prodigious
Head of Prodigious: Vandana Watsa
Director: Sana Ahmad, Beeswaranjan