HDFC Life, a life insurance company, has launched its latest campaign titled #InsureKareinBinaDelay. The campaign aims to educate consumers on the crucial role that life insurance plays in securing their family’s financial future and dreams. The campaign serves as a reminder for individuals to purchase life insurance before it becomes too late.
The campaign’s ad film, ‘Patri,’ tells the story of a young married couple on their first train journey together. During the journey, they meet a co-passenger, a lady in her early fifties, whose inspiring story prompts them to prioritize purchasing life insurance. Viewers can watch the ‘Patri’ film on HDFC Life’s website.
Watch the film here:
Moreover, the ‘Patri’ film serves as a connection between the present and an older campaign film by HDFC Life, ‘Har Sapne Ka Aadha Hissa.’ The co-passenger from the current film is the protagonist in the older campaign and successfully fulfills her daughter’s dream of becoming a pilot using the company’s insurance plan.
Speaking on the campaign, Vishal Subharwal, Chief Marketing Officer & Group Head – Strategy, HDFC Life, said, “#InsureKareinBinaDelay is a wake-up call for every individual with responsibilities. Most of us have a bucket list. However, we often do not realise that to fulfil those dreams, we need to be financially secure and so does our family. India has a huge protection gap of over 83%. This basically means that in case something was to happen to the breadwinner, most families would not be able to continue with their aspirations.”
He added, “Through this film, we want to give a reality check to consumers. It is a reminder to prioritise life insurance. This film is part of the HDFC Life Universe where the protagonist narrates her life experiences (this actually links back to our old campaign) and through her story, she inspires a young, newly-married couple to purchase life insurance early so they can go about fulfilling their dreams, with complete peace of mind.”
Speaking on the concept of the film, Manesh Swamy, Chief Creative Officer (CCO) & Senior Vice President – Creative, Social Media & Design, LS Digital, said, “The inspiration for our story came from a customer testimonial that deeply moved us. We realised that this story had the potential to make a significant impact in the lives of our consumers. Our goal was to inspire, educate, and motivate them to take action now to secure the future of their loved ones. In creating the Patri campaign, we built upon the foundation of our previous campaign, weaving in breadcrumbs that led to our protagonist’s journey. We’ve created our own universe within this story, and we’re optimistic that this short film will effectively convey the message of the importance of securing one’s future in a timely manner.”
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