Mumbai: One of the biggest setbacks of the Covid-19 pandemic was the shutdown of educational institutions. Keeping this in mind, HDFC Life has unveiled a new brand campaign crafted by Leo Burnett, from the lens of a graduating school girl. The brand campaign is available across television, digital and DTH.

The film ‘BounceBack Batch’ highlights the challenges faced by students as they lost out on classroom learning, interpersonal skill-building and some of the best days of their lives. With this campaign, the brand attempts to throw light on the story of every student out there during this pandemic. The film depicts how graduating in these uncertain times is a testament to their resilience which makes the current batch of students stand out from every other batch.

“Our film takes the audience on an emotional journey of the turmoil that these champions had to go through and the resilience they have shown in the face of the worst adversity humankind has ever seen. They have persevered and bounced back stronger from this challenge,” said Leo Burnett CEO and chief creative officer – South Asia Rajdeepak Das.

“The last two years have been difficult for everyone. But the part that stands out is the bigger story about the resilience demonstrated by these students and their families," stated HDFC Life head of marketing, digital business, and e-commerce Vishal Subharwal. "With this campaign, we aim to drive this realisation and the importance of financial planning through a student’s lens, instilling a sense of pride in parents who have ensured that their children overcome the challenges posed by the pandemic."