Report on Hindi News Viewership

HDFC Life’s latest digital campaign celebrates kindness

The series of videos urge every individual to take #TheRightStep & make a difference

Mumbai: HDFC Life has launched a campaign #TheRightStep celebrating stories of kindness and encouraging people to be the ray of hope in someone’s life through small acts of generosity during these difficult times. 

The campaign aims to inspire everyone to take the right action and help fight this pandemic in whatever way they can. To spread this message, HDFC Life has created six ten-second videos with a selection of slice-of-life stories, showcasing everyday moments where people from all walks of life are contributing towards fighting the pandemic in their capacity.

HDFC Life executive VP Vishal Subharwal said, “Our campaign #TheRightStep is our small initiative to recognize the everyday heroes around us while also encouraging the audience to follow their footsteps. With this campaign, we also wish to spread a sense of optimism with examples of how society has taken a selfless turn, and how with these small acts of kindness we can together fight this pandemic.”

The stories revolve around one family, where each story sees one main character taking #TheRightStep and feeling a strong sense of contribution as a result of owning up to their duty and responsibility.

Commenting on the challenge of creating a thought-provoking campaign that aligns with the brand’s philosophy of SarUthaKeJiyo, Logicserve Digital VP Manesh Swamy says, “Everyone’s morale was at a low, we thought this is the right time to encourage people to step up and do the right thing and help people navigate through these tough times. We wanted to convey how every single person can make a difference by taking the right step. Since a majority of the cities in the country were in lockdown, it was difficult to shoot but we managed to pull it off with all the safety norms in place. We hope after watching this, viewers get inspired to do the right thing.”

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