HDFC Life has unveiled a new term insurance campaign titled 'First Call.' The campaign draws on the idea that during moments of vulnerability, people instinctively reach out to their loved ones. It positions financial protection as an extension of that care, encouraging viewers to consider securing their family’s future.
The campaign features two films that depict everyday scenarios where individuals, in fragile moments, call family members for support. According to the company, these narratives are meant to reinforce the role of term insurance in offering financial stability and peace of mind.
HDFC Life has previously emphasized the importance of protection-focused products. The campaign also highlights its term plan, 'Click 2 Protect Supreme', designed to safeguard families in unforeseen circumstances.
Speaking on the campaign, Pritika Shah, Head – Marketing, HDFC Life, said, “Even in this increasingly uncertain world, term insurance purchase is shackled by procrastination. Our attempt, therefore, has been to nudge the consumers towards realisation by reinforcing the importance of protecting our family’s future through insight based, compelling narratives. By empowering families to be better prepared, we also bring to life, our brand proposition of Sar utha ke jiyo!”.
The campaign is being rolled out across television, digital, and OTT platforms, along with outdoor media in major cities and airports.
Watch the ad films here:
