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.

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.”

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