HDFC Life ‘Bounce Back’ campaign by Leo Burnett urges the younger generation to bounce back from life’s setbacks. Social Samosa takes a look at its insight at length.
HDFC Life in its latest extension to the previous ‘Bounce Back’ campaign addresses the need for building a mindset that helps deal with life’s disappointments.
The ad film by HDFC Life showcases a story of a young girl who did not perform well in exams, despite giving it her best effort. Her father senses her dilemma and realizes that he has been unable to prepare his daughter to deal with challenges and failures.
https://youtu.be/rXvwN1k4njk
Objective
“Of course, Bounce Back as a theme has a natural fitment with life insurance, a financial product that helps people and families to bounce back from life’s setbacks – be it critical illness, accidental disability or untimely death by being a financial partner,” shared Pankaj Gupta, Senior Executive Vice President (Sales) & Chief Marketing Officer HDFC LIFE.
Bounce Back has been a running theme in HDFC Life’s recent campaigns, starting with Darpan Inani’s real-life story as a visually-challenged world-class chess player, followed by the ‘Stories of Survival’ that focused on real-life survivor stories, and now Bounce Back to Success.
SUKJ or ‘Sar utha ke jiyo!’ has been the core essence of all HDFC Life’s campaigns.
Gupta added, “With each of our brand campaigns, we intend to increase brand affinity and drive preference for HDFC Life, to ensure consumers can relate better with our products”.
Campaign Insight
The insight for this campaign comes from the fact that as a society, we tend to glorify success. Overcoming setbacks is a part of the journey to success. However, this hardship never gets highlighted. Youngsters, especially students, need to be told about this as they struggle with academic and parental pressures.
Rajdeepak Das, Managing Director India & Chief Creative Officer, Leo Burnett South Asia) says, “Through this campaign, HDFC Life adopts a different perspective and takes a stand to not only secure your loved ones financially but also emotionally to deal with failures”.
The campaign has received 5 million views on YouTube and more than a thousand shares on other social media platforms.
Amplifying ‘Bounce Back’
The campaign is primarily a TV led campaign. However the company claims to have significantly utilized other mediums like print, OOH, cinema, DTH and digital and has followed a multi-media strategy in key markets.
There are two phases to this campaign. The first phase will focus on visibility and reach for the ad film and message while in the second phase, the brand will drive conversations around the theme of Bounce Back.
BFSI and Content Marketing
Content offers the unique option of creating higher engagement in an otherwise low involvement category such as Life Insurance.
HDFC Life has also tried its hands at content marketing with ‘Behind The Journey’ series which featured stories centered around grit and determination of fiery individuals. On the thought behind it, Gupta asserted, “Content marketing enables us to explain our offerings, drive awareness, education and brand affinity. It is a long term play that helps us build a stronger brand and better recall”.
He also thinks that branded content and in-film branding drives better brand recall. However, this can be achieved only when the brand is clear about its objective and opts for associations or integrations which are relevant. “It is necessary that the messaging of the film is in sync with the brand’s values. This plays a critical role in improving the connection with customers”.
