Report on Shemaroo

#Decision2Protect: HDFC Life features policyholders, in their own words

Leo Burnett has conceptualised the testimonial-driven campaign.

NEW DELHI: HDFC Life has launched the #Decision2Protect, a customer testimonial-based campaign that intends to showcase the need for term plans through the stories and experiences of the policyholders, narrated by the policyholders themselves.   

As part of its research activity, the company connected with existing policyholders to understand their reasons for choosing an HDFC Life term plan. This exercise not only offered insights but also brought to the fore powerful stories, which are relatable to a larger audience, which in turn created the foundation for the testimonial campaign.  

Conceptualised by Leo Burnett, the creative has been produced by The Content Factory and directed by Ateet Chadda. 

Leo Burnett MD - India & CCO South Asia Rajdeepak Das said, "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."

HDFC Life senior EVP (sales) & CMO Pankaj Gupta said the campaign is centred around policyholders who believed in and benefited from its 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 Covid2019 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,” he added. 

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