“We aim to make Canara HSBC Life Insurance synonymous with dependabilityâ€
Canara HSBC Life Insurance has always been committed towards being a dependable life insurance partner in fulfilling promises of its customers. It recently announced the launch of the third season of its ‘Depend on Insurance’, a digital series that brings forth heart-warming and inspirational stories from veteran actor Neena Gupta. She shares anecdotes of her support system or the dependable anchors who have helped her sail through life challenges over the years.
The series draws inspiration from the fact that despite high tides, stormy nights, or choppy waters, we all have an anchor that keeps us safe and secure. Through the initiative, Canara HSBC Life Insurance aims to reaffirm its new positioning, “Promises Ka Partner” and underpins its brand promise with the message #DependOnInsuranceDependOnUs.
In an exclusive chat with Adgully for their column Talking Insights, Tarannum Hasib, Chief Distribution Officer & Director – Marketing, Canara HSBC Life Insurance, speaks in depth about their initiatives and how the bank wants to reinforce the position of trust and dependability and engage with their customers.
What was the objective behind creating these films with the theme #DependOnInsuranceDependOnUs and who are you targeting with these communications?
#DependOnInsuranceDependOnUs has been an ongoing campaign for us, which was conceptualised with the aim of making Canara HSBC Life Insurance synonymous with ‘dependability’; an insurance partner on whom a customer can always depend on. We worked on this campaign at the time when Covid had struck us, to ease people out of the fear of uncertainties when it came to financial aid, by being their dependable insurance partners.
For its third season now, we decided to choose parenting as the base theme as there is no other relationship in the world that epitomises dependability more than a child’s relationship with his/ her parents. In every way, the parents are a child’s true 'Promises Ka Partner'. Also, since it is usually the parents who buy insurance for their children, it seemed like an organic fit.
How did you draw the insights for the films? What was the brief given to the agency who created these films and how did they come up with the concepts?
Canara HSBC Life Insurance has always been committed towards being a dependable life insurance partner in fulfilling promises of its customers. We believe our customers can depend on us the way children depend on their beloved parents. Through our third season of the ‘Depend On Insurance’ campaign, we wanted to showcase this relationship of trust and dependability that draws from our brand promise and also engage viewers through a new snackable video series. Our brief to the creative agency was to highlight the beautiful relationship of parenting, which is very important to be inculcated in youth these days. Everyone is so entangled in their personal lives that the pillars of family – parents – are often normalised. Being in the business of insurance no one understands the dependability of a partner in toughest times, hence the angle of parenting and their dependability goes sacrosanct. While the stories narrated are of people who are known publically, but their journeys are very relatable and contextual in the given period.
What was the criterion of choosing Neena Gupta as the brand ambassador? Why do you think she is the right endorser for your brand?
Neena Gupta is a talented actress and an excellent storyteller. But more than that, she is a single parent herself – and an unconventional one at that! Her struggles, her journey and her learning as parent sync beautifully in our campaign – ‘Depend On Insurance’. She fits in as a right endorser for our campaign as parenting requires patience, affection, sacrifice and dependability, hence she came across as an obvious choice for our campaign. The kind of projects that she is working on these days and the respective audience which we wanted to capture through our digital campaign ‘Depend On Insurance Season 3’ have a lot in common.
Tell us more about the brand influencers who are driving the engagement? What is their role and expectations set from them?
We have collaborated with influencers across various categories to bring out the personal stories of the lessons learnt from their parents and the difference it has made in their lives. The idea is to draw a parallel of dependability with Life Insurance with the parenting stories and highlight the need for having a dependable partner in times of need. As in insurance, we always stand by our customer’s side, and the same equation goes here when a kid is in need, parents would always stand by their side or would always back them for all struggles in life.
How do you plan to leverage the films through media and what’s going to be your media strategy?
We have a very good presence on social media platforms and the episodes are being promoted through our official handles on Facebook, YouTube, LinkedIn and Instagram. The strategy is to create buzz on social media by amplifying the video content and also by promoting posts relating to each episode. Since the content is very relatable to parents of all age brackets, we are overwhelmed with the response and participation received. We will continue to release bi-weekly posts around user-generated content to have enough noise around the association. Each episode is made live weekly, where we have stories being narrated by our campaign endorser; five uncommon stories of known celebrities are being set around to weave in a beautiful message of parenting and dependability.
Episodes live till date can be viewed from links below:
Episode 1:
YouTube - https://youtu.be/RZd0a-3-qE0
Instagram - https://www.instagram.com/tv/CikLvCAMpKs/?igshid=YmMyMTA2M2Y%3D
Facebook - https://fb.watch/fA5GzN9egA/
Episode 2:
Insta - https://www.instagram.com/tv/Ci2KL3AvnAb/?igshid=NzNkNDdiOGI=
Facebook - https://fb.watch/fJif0Wxzm3/
YouTube - https://youtu.be/R_fE9v21r30
Episode 3:
Insta- https://www.instagram.com/p/CjIUExPv-rH/
Facebook - https://www.facebook.com/watch/?v=6175202819174595
YouTube - https://www.youtube.com/watch?v=8KikyDEi25U
Episode 4:
Instagram - https://www.instagram.com/tv/CjaQGDuOJRg/
Facebook - https://www.facebook.com/watch/?v=864924471548716
YouTube - https://youtu.be/Urs6PBapcFw
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