Bengaluru: Following the success of the first phase of ‘The Missing Beat’, a campaign aimed at raising awareness about Cardiopulmonary Resuscitation (CPR), HDFC Life has unveiled the next phase titled ‘Second Chance’. This new phase seeks to deepen the conversation on CPR while using powerful storytelling to connect with audiences on a personal level.
The first digital film of the campaign achieved remarkable success, garnering over 25.4 million views and 46 million impressions, with more than 124,000 visits, highlighting the significant public engagement on the critical topic of CPR. The success of phase one has propelled HDFC Life to take the initiative a step further by weaving a relatable narrative around CPR awareness in the new film, ‘Second Chance’.
In the emotional narrative of ‘Second Chance’, viewers follow the journey of a corporate employee who suffers a sudden cardiac arrest during an office event. As he experiences a near-death moment, the film depicts his reflections on dreams unfulfilled, milestones yet to be achieved, and promises made to loved ones. This powerful storyline serves to reinforce the life-saving importance of CPR and underscores the dual responsibility of being prepared – both to save a life in a critical situation and to protect loved ones financially.
Vishal Subharwal, Group Head Strategy & CMO at HDFC Life, shared, “The first phase of our campaign received a phenomenal response, motivating us to go a step further by exploring the personal impact on an individual whose dreams could remain unfulfilled without CPR intervention. In this phase, we see the protagonist in an ethereal realm during a cardiac arrest, getting a glimpse of the future he had planned – his aspirations, milestones, and promises made to loved ones.”
Subharwal continued, “Every individual has dreams and to pursue them, one must be prepared in every way – to save a life in a critical moment and to protect loved ones financially. Our hope is that this campaign inspires people to take CPR training seriously and to contribute to the noble cause of saving lives.”
Manesh Swamy, Director & Chief Creative Officer – LS Creative at LS Digital, commented on the emotional depth of the campaign, saying, “This campaign goes beyond the statistics, bringing to life the emotional reality of a cardiac emergency. We aim to connect with audiences on a personal level, underscoring the value of CPR and the peace of mind life insurance provides. Through this story, we are committed to making India CPR-ready and financially secure.”
The growing crisis of cardiac arrest in India, where 500,000 to 600,000 lives are lost annually, underscores the importance of CPR awareness. However, fewer than 2% of the population is trained in this vital skill, making public education even more urgent.
HDFC Life’s commitment to protecting lives extends beyond CPR awareness. In the fiscal year 2024, the company provided coverage to 6.6 crore lives and achieved an impressive 99.5% claim settlement ratio for individual claims, highlighting its dedication to policyholders and their families.
