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HDFC Life Launches ‘Start The Talk’ Campaign
‘Start the Talk’ complements HDFC Life’s on-going ad campaign ‘Bounce Back to Life’ which showcases stories based on real survivors of near-death experiences.
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HDFC Life Insurance Company, India’s private life insurance company, is observing September as ‘Life Insurance Month’ with the launch of ‘Start the Talk’.
Despite healthy growth, India still remains a highly under-penetrated life-insurance market largely driven by inertia to protect or invest in life insurance and low awareness on the benefits of life insurance.
‘Start the Talk’ will use a personalized approach to dispel the myths and focus on the importance and role of insurance in fulfilling ones’ financial goals. The intention is to initiate a conversation by tapping into relevant triggers and creating urgency about the subject. The social campaign connects with various stakeholders – customers, partners and employees and urges them to speak within their near and dear ones thereby spreading the message through meaningful conversations.
Pankaj Gupta Sr. EVP (Sales) and Chief Marketing Officer, HDFC Life, said “As a company, we focus on three facets of life insurance – mortality, morbidity and longevity. Each of these needs is real and needs careful and timely consideration. Life insurance is a critical product for every individual with responsibilities as it not only secures one’s family in case of an eventuality but also is a means of disciplined financial planning for the long-term. Through ‘Start the Talk’, we want to start conversations that bring out the importance of the category. The campaign urges employees to talk to their customers and urges customers to discuss the importance of insurance with their family members.”
Aided by a month-long campaign, the message on life insurance will be amplified by extensive communications on digital platforms, webinars, on-ground experiential activations, senior leadership talks, knowledge hour and campaign film to drive category and product awareness amongst influencers.
Pankaj further added, “Our efforts are focused towards reaching maximum people in a meaningful manner. It is a personal responsibility that we carry to spread the word on how the lives of our loved ones can be made secure.”
‘Start the Talk’ complements HDFC Life’s on-going ad campaign ‘Bounce Back to Life’ which showcases stories based on real survivors of near-death experiences of Amrita Raichand (Chef) and Boria Majumdar (Sports journalist) to create awareness on the need for financial protection through life insurance, without procrastination.
Earlier in August 2019, the campaign ‘My First Salary’ promoted the awareness on the category of annuity through the real-life stories of retired customers who spoke about their ‘First Salary’ after retirement. An annuity plan invests retirement corpus with an insurance company, to provide for regular cash flow for the rest of retired lives.