Campaign details

Brand: HDFC LIFE INSURANCE PVT.LTD
Lead Agency: Performics India - Publicis Media
Region: APAC

Strategy

Objective

Death – a very sensitive topic for brands to touch upon especially when it involves people to share their experiences. We wanted to create a platform for our audiences to express fond memories of their lost loved ones. Thereby building HDFC Life as a trusted brand for one to rely on. We wanted to create a platform for people to express fond memories of their lost loved ones whether it is about tangible things they leave behind or intangible traits. The objective was to build HDFC Life as a trusting friend that one could rely upon. It's definitely not easy to ask people to step forward in doing so, because death after all is a very sensitive topic for brands to touch upon.

Target Audience

Our target audience were all males and females in the age bracket 25 to 44 across top cities in India with an affinity towards banking and finance, drama movies, art and music, short films and shoppers.

Creative Strategy