MUMBAI: HDFC Life, a life insurance company, has unveiled a new term insurance campaign titled ‘First Call’. The campaign showcases a simple truth about human behaviour: during life’s fragile moments, we reach out to those who matter the most – our family. Using this human instinct as the basis, the campaign encourages the audience to act now and take steps to financially secure their family.
The campaign ‘First Call’ has two films which portray how moments of vulnerability naturally direct individuals to reach out to those closest to them. It also reminds viewers that financial protection is an extension of the love and care they show towards their families.
HDFC Life explains that it has long focussed on the core proposition of protection and on driving adoption of term insurance by encouraging people to think about financial security through their campaigns.
Term insurance plans, such as HDFC Life Click 2 Protect Supreme, are designed to safeguard a family’s future, while offering stability and peace of mind in the event of unforeseen circumstances.
Prtika Shah, Head – Marketing, HDFC Life, said, “Even in this increasingly uncertain world, term insurance purchase is shackled by procrastination. Our attempt, therefore, has been to nudge the consumers towards realisation by reinforcing the importance of protecting our family’s future through insight based, compelling narratives. By empowering families to be better prepared, we also bring to life, our brand proposition of Sar utha ke jiyo!”.
The multimedia campaign will be amplified across television, digital, and OTT platforms. It will also be prominently featured on outdoor media in key cities and select airports, driving nationwide reach and engagement.
