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HDFC Life's health campaign is a reality check for those who believe they 'look fit'

HDFC Life's health campaign is a reality check for those who believe they 'look fit'

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MUMBAI: HDFC Standard Life Insurance Company, one of India’s leading private life insurers, has launched a new ad campaign highlighting the need for health insurance, by using a simple and relatable analogy of ‘Liar Mirror’. The campaign that has been launched on the digital platform features celebrities who are real-life critical illness survivors. In the 2 min ad film, Actor/Model Lisa Ray and Actor/Comedian Suresh Menon are seen talking about why the mirror has always been a liar to them.

HDFC Life has maintained an insight-driven approach for its marketing campaigns. The company’s findings on consumer approach towards fitness and financial preparation for health ailments contributed towards the theme of ‘Liar Mirror’.

What is the campaign all about?

Appearances are deceptive, and we frequently get carried away by what we see. The mirror is often taken as an indicator of health in our busy lives. It is assumed that if a person looks fit externally, she is in good health. HDFC Life has attempted to break this myth and bring about a change in the mindset of people. The film highlights the stories of two popular faces – Suresh Menon, a heart ailment survivor and Lisa Ray, a cancer survivor. Suresh and Lisa talk about how they appeared completely fit from outside only to be diagnosed with serious ailments. The ad shows the survivors talking about the need to take a look inside, go for health check-ups and prepare financially to face any adversities.

Pankaj Gupta, Chief Marketing Officer & Executive Vice President, Strategic Alliances, Bancassurance & Specialty Sales, "In India, we have become conscious of our diet and exercise regimen, but still have deep inertia when it comes to regular health check-ups. Non-communicable diseases are on the rise and we wanted to address this increasingly serious social issue, in the most realistic way. Hence, we used the testimonial approach and are delighted to be associated with Lisa & Suresh on this campaign. They are real fighters who have survived their respective challenges and emerged victorious, thereby resonating with our brand message of ‘Sar Utha ke Jiyo’. We urge people to not just believe what they see in the mirror, but also delve deeper and be #Ready2Fight.

On the creative front, Rajdeepak Das, MD – India & CCO – South Asia, Leo Burnett said, “It is a simple way to demonstrate what the truth is. When you look in the mirror every morning, you think everything is right but there are things happening that you cannot see. We are a Humankind brand and we wanted to solve a human problem - so people can realize the truth."

Commenting on the campaign, Suresh Menon said, “When I was approached with the idea, I could immediately relate to it. I felt this was my story. Back then, I never expected to have a heart issue and it came out of nowhere. I believed I was fit and healthy. This campaign rightly breaks the myth that looking fit and being fit are not necessarily the same."

Lisa Ray added, “In my case, there were not many visible signs telling me that I was unwell. One moment I was leading my life, traveling and working in films and television around the world, and in the next I was diagnosed with cancer. The other important aspect, which this campaign talks about, is the financial preparation. Medical expenses are steep and you could run up bills that erode your savings very quickly. Hence, being financially prepared today is a very important aspect of investing in long term good health.”

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