HDFC Life’s new campaign highlights overcoming challenges during Covid-19 via Leo Burnett India
Leo Burnett India has launched this film for HDFC Life titled, ‘BounceBack Batch’, that highlights the importance of financial planning along with the support of loved ones in overcoming challenges.
HDFC Life, one of India’s leading life insurers, has delivered thoughtful brand campaigns over the years that drive positivity and empower individuals to consider living their lives with financial security that resonates with brand’s motto ‘Sar Utha Ke Jiyo’.
While the world has witnessed unprecedented challenges related to health, mental well-being, employment, and financial stability, one cohort that has seen the downsides due to the restriction caused by the pandemic is the student community. Research suggests that students have been one of the most affected groups. It became necessary for them to adapt to online schooling, avoid social interactions and even stay indoors without stepping out for any sporting activities. The pandemic-induced restrictions have impacted their lives drastically.
With this campaign, HDFC Life has focused on the story of every Indian student during this pandemic from the lens of a graduating school girl. Through various anecdotes and life stories, the girl narrates that while children like her faced difficulties on multiple levels, the support from parents on both financial planning and emotional fronts enabled them to succeed. Graduating in these uncertain times is a testament to their resilience which makes the current batch of students stand out from every other batch.
Through this campaign, the brand aims to showcase that unwavering support from the family and the assurance of life insurance can enable one to bounce back from any challenge.
Vishal Subharwal, Head – Marketing, Digital Business, and E-commerce, HDFC Life, said: “The last two years have been difficult for everyone. This phase has been especially challenging for students as they have lost out on classroom learning, interpersonal skill-building and some of the best days of their lives.
“But the part that stands out is the bigger story about the resilience demonstrated by these students and their families. With this campaign, we aim to drive this realization and the importance of financial planning through a student’s lens, instilling a sense of pride in parents who have ensured that their children overcome the challenges posed by the pandemic. Thereby, helping them script a strong bounce back.”
Rajdeepak Das, CEO & Chief Creative Officer – South Asia, Leo Burnett, said: “Speaking about the campaign Rajdeepak Das, CEO & Chief Creative Officer, South Asia, Leo Burnett said “One of the biggest setbacks of the pandemic was the shutdown of educational institutions. The batch of 2022 is often referred to as the ‘Covid batch’ and are questioned whether they are at par with those before. Our film takes the audiences on an emotional journey of how in reality, the Covid batch was the most resilient batch ever, facing real life problems like no one else in the last century. And how, by taking cues from their parents and peers, they have bounced back from these challenges.”
The brand campaign is available across multi-media platforms – Television, Digital and DTH
Credits
Creative Agency: Leo Burnett
CEO & CCO – South Asia, Leo Burnett: Rajdeepak Das
CEO & CSO – South Asia, Leo Burnett: Dheeraj Sinha
National Creative Director: Prajato Guha Thakurta
Executive Creative Director: Mayuresh Dubhashi
Creative team: Reya Reji, Rucha Rao, Kajal Shah
Executive Vice President: Ashima Mehra
Brand Services Associate: Dilip Varu
AVP Planning: Noor Samra
Production House: Prodigious India
Director: Prosit Roy
Producer: Anup Das
