MUMBAI: With the advent of the digital age, the sky is the limit for innovation and creativity. In a bid to create acts and solutions that trigger a larger and much sought-after change for brands, Leo Burnett has developed a new digital platform for HDFC Life customers, enabling them to leave behind more than just financial legacy for loved ones.
The digital platform called #MemoriesForLife allows the man of the house to record little anecdotes, words of wisdom and life lessons, so that he continues to
guide his loved ones in his absence.
This digital platform will be launched via an integrated campaign designed for both offline and online media.
The idea comes from the customer understanding that, often, a lot is left unsaid in the strife for securing the future of loved ones.
The way it works: Record your message on the #MemoriesForLife platform, set the date and time you want your loved one to receive it and HDFC Life is committed to ensure its delivery.
This is a strategic move to shift insurance from a transactional space to an emotional space, and to remind the man of the house that he means a lot more to his family than just money.
HDFC Life senior EVP, head marketing, products, digital & e-commerce Sanjay Tripathy said, “We at HDFC Life believe that today’s hard-to replace individuals are far more important to their families than just their financial legacy. With #MemoriesForLife, we have made a strategic move to shift life insurance from a transactional space to a more emotional one in the form of a time capsule. Also, this bolsters our position as a leader in the digital space improving the online end-to-end customer experience. Most of all, #Memories ForLife’ is a new opportunity for us to reinforce our brand promise of ‘Sar Utha Ke Jiyo’ in our customers’ lives where they can record life’s little and big lessons to help their loved ones lead a life of pride forever.”
The brand film narrates the story of a young successful executive who forgoes a business trip to Singapore to spend his special day, his birthday with his mother. It is later revealed that it was after watching a poignant video of his father’s words of wisdom, recorded when he was 17 years old (10 years back), that propelled him towards this different path. The narrative emphasizes the power of the individual to guide his family through life’s many challenges, even in his absence.
Leo Burnett chief creative officer RajDeepak Das adds, “For HDFC Life, this year we are helping them launch a new product in form of a strong engagement platform. Memories for Life is a great example of how we are pushing the bar in bringing innovation, co-creation and creative thinking together to build HumanKind brands. Our idea was to bring HDFC Life’s Sar Utha Ke Jiyo philosophy into practice. In our busy lives we often lose out on special moments with our loved ones. This film subtly reminds us about that, without losing the Sar Utha Ke Jiyo lens of the brand.”
Watch the film here:
