MAM
Report on Shemaroo

In the age of digital, HDFC Life asks us to buy insurance online

The campaign stars Manjot Singh in a series of everyday scenarios.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2021/02/03/cab.jpg?itok=bpigtjy5

MUMBAI: HDFC Life has set out on a mission to encourage the audience to buy insurance online – just like everything else. Practically every category in every type of market and industry has been seamlessly riding the digital wave and has seen a massive online evolution – right from food and clothing to utilities and fitness. While we have adapted to this new way of life in almost every aspect, why leave life insurance behind?

Focusing on this message, the brand partnered with Logicserve Digital to launch a digital campaign - Ye Sahi Toh Life Insurance Online Kyu Nahi? starring Manjot Singh. Consisting of seven super short films (20 seconds each), this campaign is aimed at encouraging the audience to shift their life insurance buying process online, just like every other task.

In the ad films, our protagonist finds himself in situations where an online medium comes to his rescue. From taking music lessons online to booking a cab at 3 am, this campaign sets a very relatable context for the audience before coming to its central message – if you can learn singing online or book a cab online in the middle of the night, why can’t you buy insurance online too? Through a series of everyday scenarios, the audience finds itself experiencing the convenience of accomplishing minor and major tasks through online medium, which is when the brand plugs in its central message – buy life insurance online.

HDFC Life ecommerce & digital marketing executive vice president Vishal Subharwal said, “The campaign Ye Sahi Toh Life Insurance Online Kyu Nahi? aims at bringing about a behavioural shift in an age-old habit by encouraging customers to research, explore and buy life insurance online. Unlike our other campaigns that focus on products and category benefits, this focuses on changing and challenging the consumers purchase behaviour.”

This campaign is ‘to watch out for’ in more ways than one. Not only is this one in very few cheerful-themed campaigns in the otherwise serious BFSI category, but this is also the very first time a brand has involved a celebrity in bringing about a major shift in consumer behaviour. It’s being amplified by promotions of the seven videos on a carefully selected range of online platforms.

Logicserve Digital vice president-creative Manesh Swamy said, “The challenge presented to us was unique and interesting. It was surprising to see life insurance left behind when our lives have become fully digital. The initial research told us that a lot of people are hesitant even today to deal with their finances online. We wanted the audience to resonate with the campaign and hence, the whole narration was based on relatable and everyday scenarios. And Manjot Singh added the pinch of light-hearted humour that the campaign needed to strike the right chord with the viewers.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/22/photogrid_plus_1619095463564.jpg?itok=VA_oRpnG
On Earth Day, L’Oréal Paris pledges to reduce its carbon footprint by 50%

Mumbai: Amid increasing urgency to combat climate change, brands around the world have begun reevaluating their production practices. Now, beauty brand L’Oréal Paris has announced its sustainability program, ‘L’Oréal for the Future, because our Planet is Worth it’, on the occasion of World Earth...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/22/photogrid_plus_1619075136291.jpg?itok=kl3ExQnh
Akhil Almeida is new head of marketing at Aegon Life

MUMBAI: Digital life insurance company Aegon Life has onboarded Akhil Almeida as its head of marketing. In this role, Almeida will be responsible for heading the company's branding, communication, and other digital marketing functions.  Almeida has more than 16 years of experience in various...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/22/photogrid_plus_1619071031749_2.jpg?itok=UsRFdJaE
Pankaj Gupta joins Coinbase from Google Pay

NEW DELHI: In an attempt to build a strong team from scratch, American cryptocurrency exchange company Coinbase has appointed Pankaj Gupta as its vice president - engineering and site lead for India. Before joining Coinbase, Gupta was leading Google Pay Engineering in APAC.  To expand its...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/22/photogrid_plus_1619070902751.jpg?itok=HDjT6uLy
Sanchita Roy takes over as head of strategy at Havas Media Group India

Mumbai: Havas Media Group India has strengthened its leadership team with Sanchita Roy taking over as head of strategy on Thursday. Roy had joined the group as head of west to manage the overall Mumbai operations in 2020 and carries over 19 years of experience in media planning and strategy.  In...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/22/herbalife_nutrition.jpg?itok=Y9FQ_jxE
IPL 2021: Herbalife Nutrition partners with Royal Challengers Bangalore

MUMBAI: Herbalife Nutrition is now the official nutrition partner to Royal Challengers Bangalore (RCB) for the 2021 season of the India Premier League. The global nutrition brand is known for fueling the performance of several sporting teams and athletes globally and this association reflects the...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/22/vineeta_singh-kaushik_mukherjee.jpg?itok=MVA5fqhp
From the verge of closing shop, SUGAR Cosmetics delivers 49X returns to investor

MUMBAI: How many people know that the now cult-favourite beauty brand of Gen Z and millennials, SUGAR was once on the verge of shutting shop due to lack of funding? The direct-to-consumer SUGAR Cosmetics founded in 2015 by IIM Ahmedabad alumni Vineeta Singh and Kaushik Mukherjee is one of the...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/21/img_21042021_153715_800_x_800_pixel.jpg?itok=Z45_2cVb
Panasonic India forms new strategic business division - Spatial Solutions

NEW DELHI: Panasonic India has unveiled its new Spatial Solution Division, a move to expand the company's strong presence in the smart home solutions market. The Japanese electronics giant has also promoted Dinesh Agarwal as the new joint managing director of Panasonic Life Solutions.  In this new...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/21/img_21042021_140427_800_x_800_pixel.jpg?itok=8nNu0MaV
Madison Media wins 23 new businesses in FY 2020-21

Mumbai: Madison Media has created a record by winning 23 new accounts in a financial year, the agency said in a press statement. Amidst the nationwide lockdown and work-from-home, the new business wins amounted to a billing of $211 million as per Convergence New Business Report published in March...

MAM Media and Advertising AD Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/21/img_21042021_132611_800_x_800_pixel.jpg?itok=tcsOlDNn
Washington Sundar signs on as Anker brand ambassador

MUMBAI: Chinese electronics company Anker has roped in Washington Sundar as its brand ambassador. From now, Sundar will helm all major campaigns for the brand across media platforms. The cricketer is also expected to appear in his first promotional TVC for the brand very soon.  The partnership...

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required