HDFC Life launches testimonial-based campaign #Decision2Protect


#Decision2Protect campaign has been launched by HDFC Life. The need for term plans through the stories and experiences of the policyholders is showcased by a customer testimonial-based campaign, #Decision2Protect and these are narrated by the policyholders themselves. It is a part of the ongoing protection campaign.

To understand the reason behind choosing an HDFC Life term plan of the existing policyholders, the Company connected with them as a part of its research activity. The powerful stories that helped lay the foundation for the testimonial campaign were also brought to the fore along with the insights of this exercise.

Speaking on the launch, Pankaj Gupta – Sr. EVP (Sales) and CMO, HDFC Life, said “We created the campaign around policyholders who believed in and benefited from our life insurance products – sharing their thoughts about how the product worked and enabled them to continue living their lives fully, despite the uncertainties that they faced. These powerful themes are universal and we feel confident they will resonate with the larger community.  

While the concept of term life insurance is quite well established, not everyone acts in a timely manner or benefits from the product. We take it as our responsibility to create greater awareness that enables individuals to take the decision to protect at the right time.  

The COVID-19 pandemic has impacted millions of lives bringing about an even greater sense of uncertainty. It has made every individual with financial responsibilities realise the need for protection for self and family. And that is what term life insurance provides. It acts as a safety net for the family and protects them against the uncertainties of life.” 

To drive awareness of HDFC Life’s Click 2 Protect term offerings, HDFC Life launched a protection campaign earlier this year. Taking it a step ahead, the latest campaign not only showcases the need for term plans but also how they have changed the lives of real people. With a focus on Television, DTH and Digital, the campaign will be promoted across multi-media platforms.

“What the past one year has taught all of us is that life is full of uncertainties. But with a little bit of foresight, we can overcome any unforeseen setbacks. HDFC Life’s new #Decision2Protect campaign explores such real-life examples of people who ensured that their loved ones are able to tide over any eventuality that might come their way. And more importantly, it tells that all-important message that a small decision can go a long way in ensuring that our families are always protected.” says Rajdeepak Das, Managing Director – India & Chief Creative Officer – South Asia, Leo Burnett.

Still, one of the lowest in the world, the life insurance penetration rate in India stands at 2.74%. Customers have realized the importance of securing their future against uncertainties with the presence of COVID-19 in everyone’s lives and this under penetration has increased the mortality protection gap in the country.

Team Credits: 

MD – India & CCO – South Asia, Leo Burnett: Rajdeepak Das

MD – India & CSO – South Asia, Leo Burnett: Dheeraj Sinha

National Creative Director: Sachin Kamble

Executive Director: Sujay Rachh

Executive Creative Director: Mayuresh Dubhashi

Creative Team: Savya Narang, Rucha Rao, Anupam Menon, Rachita Karnik, Sachin Pardeshi

Senior Vice President: Ashima Mehra

Account Management: Aditya Atre, Dilip Varu, Divya Ganeriwala, Aamir Pinzara, Khushboo Patil, Ananya Pachuari,

Planning: Noor Samra, Anjali Kamath, Shashank Bhagchandani

Production House: Content Factory

Director: Ateet Chaddha

Producer: Tanaya Barve

Asst. Producer: Surbhi Bafna

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