Campaign details

Brand: HDFC Life
Lead Agency: JioSaavn
Region: APAC

Strategy

Objective

HDFC Life wanted to promote their Term Life Insurance Plan through the power of storytelling using digital audio. Marketing financial products (viz. insurance) comes with key challenges like:

  1. Lack of customer education and understanding
  2. Lack of resonance; especially amongst younger audiences
  3. Uncertainty about financial products

HDFC Life partnered with JioSaavn to devise a strategy that made Life Insurance relatable amongst the brand's target audience. The primary success metrics included deriving maximum reach, keeping in mind the target audience, as well as the uplift in brand awareness and imagery. A secondary metric was driving consideration for the brand's Term Life Insurance plan.

We tapped into Neelesh Misra's dedicated fanbase by conveying the importance of insurance through his powerful voice.

Target Audience