HDFC Life has rolled out a campaign featuring cricketer Rishabh Pant. Through the campaign, HDFC Life aims to speak about the need for term insurance.
The campaign consists of a film featuring the cricketer. Pant, who faced a near fatal car accident earlier this year, speaks about the unpredictable nature of life. It opens with a celebration of his accolades, and then the narrative changes when he speaks about his accident and how we worried about who would take care of his mother if something happened to him. The campaign has been conceptualised by Leo Burnett.
Vishal Subharwal, chief marketing officer and group head - strategy, HDFC Life, said, “The film captures the true essence of life while bringing the spotlight on the core benefit of term life insurance. We hope that the powerful real-life story of Rishabh Pant, a role model for many and a world-class athlete, serves as a pertinent example to make one realise the uncertainties of life and the need for financial protection. Most Indian households find it hard to sustain their living standards in the absence of adequate life insurance cover. We sincerely hope that this campaign will educate and inspire more individuals to secure their families with Term Insurance.”
Rajdeepak Das, CEO and chief creative officer, Leo Burnett, South Asia, said, “The pandemic has left us with a false sense of invincibility. With this campaign we wanted to reiterate that not everyone gets a second chance at life. The biggest mistake we can make is to not learn from our mistakes and to bring home the message of unpredictability. We drew inspiration from the real-life incident of cricketer Rishabh Pant where he survived a near-fatal road accident. Our campaign breaks the illusion of invincibility and reiterates the importance of financial planning.”
The campaign is spread across TV, digital, print and outdoor.
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