HDFC Life Behind The Journey

BRAND

HDFC Life

COUNTRY

India

region

India

Duration

2019-2020

SYNOPSIS

For digital natives, insurance is a low-involvement category and above this, the millennial audience has an alarmingly low financial awareness. To break the ice, HDFC Life wanted OML to reach out to influencers who were perceived as thought leaders. With this began our collaboration to create Behind the Journey. The brand wanted to highlight the part of their story which involved the rigour of financial planning and being aware of this aspect in their journey to success. While success brings a lot of fame and money, it also gives independence to choose one’s projects. This has a strong link back to the ‘Sar Utha Ke Jiyo’, a line that underscores the brand’s proposition. Over two season, HDFC Life further strengthened its foray into the savings and investment category, where they have created meaningful resources for the audience by inspiring and influencing them to plan their finances smartly.

10+ Artists

Featuring Zakir Khan, Ritviz, Indian Olympic medallist Sakshi Malik and music entrepreneur Jasleen Royal to name a few.

27% ROI

The savings and investment category of HDFC Life saw a 27% growth

36.3 Million Views

Over two seasons across Facebook and Youtube

60% View-through Rate (VTR)

The industry average for more than 5-minute videos is around 30-35%.

24.7% Recall

Brand recall lifted post the campaign

The campaign encapsulates the journey of each of these artists who are from different walks of life; their struggles and their ever-evolving efforts to reach the ultimate goal in their respective fields. Influencers from varied walks of life were deliberately selected, be it a musician, a rapper, a baker, a stand-up comic, or an artist; as their combined story resonated with a much more varied audience. Each episode that covered the story of one of the influencers, tapped into the importance and the process of attaining financial independence that resonates with the core belief of HDFC Life.

The biggest challenge in the series was to integrate an investment product in the narrative without making the video dry and preachy. To solve this dilemma we deep-dived with every artist into their life stories and how finances played a role in their journey and how it continues ti do so even today. As a result, we get real authentic and diverse stories from every artist which integrated the brand’s positioning in an organic manner instead of force-fitting it in the narrative.