Mumbai: Canara HSBC Life Insurance had launched a 360° marketing campaign – “Bade Promises Ka Partner” and has culminated the multi level campaign with engagement of over 20 million people across digital platforms. The differentiated messaging of the campaign was conceptualised to help evolve the consumer mindset post the pandemic, wherein people had stopped focusing on fundamental objectives and longer financial commitments of life, trading them for short-term but instant gratification.
The campaign aimed at bridging the gap between living in the moment and long-term financial planning by drawing a clear spectrum that the customers need to plan their long term finances judiciously. The three month long campaign urged individuals to consider their valuable promises made towards their family and fulfill them with Canara HSBC Life Insurance’s well-crafted insurance plans.
The campaign featured two films, one showcasing a young couple and the other a father-daughter duo, serving as the centerpiece. These films depicted relatable promises that took unexpected turns, prompting individuals to contemplate life-changing commitments which actually last for longer. Canara HSBC Life Insurance emerged as the solution to help them fulfill these promises over time.
The first TVC showed a couple making fun promises like the husband learning to swim and the wife getting her husband’s name tattooed every year. A voice-over interrupted, suggesting bigger promises and retirement planning with Canara HSBC Life Insurance. The second TVC featured a father offering gifts and a vacation to his daughter, but a voice-over urged him to consider a promise of foreign education, recommending Canara HSBC Life Insurance’s Child Plan for a secure future.
Along with this campaign, Canara HSBC Life Insurance also introduced the “Promise Calculator” tool. The tool allowed consumers to assess their promise preparedness score in line with their financial commitments; the entire campaign was promoted through various channels, including media ads and on-ground activations.
Rishi Mathur, Chief Distribution Officer – Alternate Channels and Chief Strategy Officer, Canara HSBC Life Insurance said, “We believe that life’s promises, both big and small, should be fulfilled with confidence, timely preparedness and sound financial assistance. With the ‘Promises Ka Partner’ campaign, Canara HSBC Life Insurance reaffirms its commitment to empowering individuals to embrace the present while securing their future. With our life insurance solutions, we aim to be the trusted ally, ensuring that every promise, no matter how big, is kept. This campaign is not just about financial protection; it is about enabling dreams, aspirations, and the joy of making a commitment and seeing it through.”
The campaign the company added penetrated the masses through a comprehensive media strategy. The two films garnered 60 million views on social media. The campaign was aired through 24 regional TV channels, 20 radio stations, and OTT media outreach via JIO Cinema with OOH publicity. Furthermore, the Promise Tool has been instrumental in driving digital sales engagement.
‘Promises Ka Partner’ is a holistic campaign that aimed to connect with consumers through media partnerships, influencers, and internal stakeholders, emphasizing the significance of preparing for life’s significant promises with Canara HSBC Life Insurance.
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