HDFC Life Unveils a New Ad Campaign
Press Release
HDFC Life unveils a new Ad Campaign
For the first time makes use of illusion technique to connect with a niche investor segment
· Campaign to create awareness about the game changing online ULIP- Click2Invest
· Significant focus on digital media to reach out to investment and internet savvy customers
· Digital Campaign highlights the importance of creating a bigger corpus for a #SuperTomorrow
Mumbai, December 1, 2014: HDFC Life, India’s leading life insurance company in the online space has launched a new marketing campaign targeted at a niche investor segment that is well versed with ULIPs and is experienced in online buying. The campaign aims to raise awareness about HDFC Life’s second generation online ULIP – Click2Invest. Click2Invest is a unique online Unit Linked Insurance plan that offers not just financial protection but also a range of investment options. This first of its kind of plan is extremely cost effective as it invests 100% of the premium and only charges fund management fee (1.35%) and a risk premium for mortality cover.
Commenting on the new campaign, Sanjay Tripathy, Senior EVP – Marketing, Product, Digital & Ecommerce, HDFC Life said, “Click2Invest has been a game changing plan for the life insurance industry. It passes all benefits to customers by offering 100% premium investment with just fund management and mortality charges – no premium allocation, policy administration and discontinuance fee. On this aspect, it directly competes with ELSS Mutual funds & at the same time retains all the flexibilities offered by ULIPs.
This is the first time that we have created an ad that is not entirely based on the emotional quotient but is banking more on a pragmatic ground of investment versus returns. When an investor puts his money in a financial product, his greatest concern is to know about the returns. We have used this very insight to communicate the simple message of the benefits of Click2Invest. The story of the ad is woven around the low charges and how over a period of time, the reduction in charges helps to build a bigger corpus thereby making Click2Invest a superior investment plan over other ULIPs.
On the campaign, Vikram Pandey, Executive Creative Director, Leo Burnett, said “ULIP Investments are often subject to numerous charges. So they do grow, but not to their best potential. This ad, in an innovative way, explains how a small difference in charges today can lead to a big difference in your final savings tomorrow.”
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, OOH, DTH, cinema with significant focus on the digital and social media.
Campaign Credits:
Creative agency – Leo Burnette
Executive Creative Director – Vikram Pandey
Creative Director - Brahmesh Tiwari
Copywriter – Neel Naik
Art Director – Amit Thakur
Production House – Perfect 10
Director – Raylin Valles
Producer – Shouvik Basu
Check out the ad:
https://www.youtube.com/watch?v=Qx6p45uxVb0
Notes to the editor
Ad synopsis:
The film opens in a studio space with white walls and a white floor. A well dressed man enters the space. He walks towards the center of the room where we see two apples placed on top of a beautiful thin metallic stands.
He points to the apples and questions that one apple is bigger than the other and if there is any impact. He then gets up from his place and the camera moves as the man’s perspective changes. We now see the top view of the apples and figure out that the apples are actually illustrations drawn on the elevated surface. And the apple that earlier looks marginally bigger is actually substantially bigger in size as compared to the second one.
The man then moves to the side and the camera moves with him to see the actual difference in the size of the illustrations. The man’s voice-over continues in the back ground as he moves to change his perspective. The product is explained on a tab and the features and benefits are shown. The easy buying process is also highlighted.
About HDFC Life
Established in 2000, HDFC Life is India’s leading long-term life insurance solutions provider offering a range of individual and group insurance solutions that meet various customer needs such as Protection, Pension, Savings, Investment, and Health. The company also offers Women’s Plans to meet specific needs of women. Customers have the added advantage of customizing plans, by adding optional benefits called riders, at a nominal price. The company currently has 23 retail and 8 group products in its portfolio, along with 9 riders.
HDFC Life continues to have the widest reach with about 500 branches in India touching customers in over 900 cities and towns. The company has also established a liaison office in Dubai. The company has a strong presence in its existing markets with a strong base of Financial Consultants. HDFC Life is a joint venture between Housing Development Finance Corporation Limited (HDFC), India’s leading housing finance institution and Standard Life plc, the leading provider of financial services in the United Kingdom.
HDFC Life’s online term plan Click2Protect is the leading product in its category in the market and the company has insured over 1.7 lakh lives during a period of over two years.
For more information, please visit our website, www.hdfclife.com. You may also connect with us on Facebook, Twitter, Youtube, LinkedIn, Blog and Google+.