HDFC Life Launches ‘First Call’ Term Insurance Campaign Emphasizing Family Protection

HDFC Life’s ‘First Call’ campaign highlights instinctive family support and urges securing loved ones financially through term insurance plans like Click 2 Protect Supreme.

HDFC Life has launched a new term insurance campaign titled ‘First Call.’ The campaign looks to the instinctive human behavior of calling loved ones during moments of weakness. ‘First Call’ attempts to motivate the target audience to purchase term insurance to close a shift in the the emotional bond of love and care.

‘First Call’ includes emotionally charged and hyper realistic narratives detailing the key moments of a person’s day in which they might be vulnerable and psychologically in need of a loved one. Focusing on the contrast between emotional support and financial support, the campaign aims to be thought provoking to the target on ‘encapsulating’ the emotional bond with the loved ones by opting for insurance.

‘First Call’ also seeks to remove the mental block and common procrastination in buying term insurance by placing emotionally resonating prompts and compelling narratives around the offering. To continue with the example aforementioned, financial ‘encapsulation’ needs to be made easy with emotional prompts offered in daily life.

HDFC Life has been rolling out ‘First Call’ via multiple channels such as television, digital, OTT, as well as out of home advertisement in key cities and airports. The campaign has been launched as part of the company’s commitment to the promotion of the services.