HDFC Life Launches ‘Legacy of Values’ Campaign for Parental Financial Security
CE DESK 
HDFC Life’s new ad portrays parents instilling values through everyday acts while securing kids’ futures via insurance, urging families to plan confidently with #SarUthaKeJiyo amid rising costs.
HDFC Life has unveiled its latest brand campaign, “A Legacy of Values & Financial Security,” emphasizing parents’ dual role in nurturing character and safeguarding futures. The heartfelt TVC, released on January 15, 2026, depicts a chai stall owner father who creates a home-like cafe atmosphere for neighborhood kids despite his son’s initial embarrassment. As the son succeeds in exams and returns gratefully, it underscores how simple values like warmth and support yield profound respect and love.
Pritika Shah, head – Marketing, HDFC Life, said: “Parents play a crucial role in shaping their child’s future, both emotionally and financially. In today’s world, children are over exposed to several forms of content which may, sometimes, also impact their habits and mindsets in a not-so-desirable manner. With our latest campaign, we at HDFC Life are highlighting the key role parents play in influencing their children with the right values and mindset.” She added, “We believe that when families are financially prepared they are empowered to live with dignity, self-respect and pride; and pass on the legacy of values and financial security to the next generation.”
Vikram Pandey, chief creative officer, Leo – South Asia, said: “Our film brings to life a very poignant insight – often children are easily embarrassed by their parents and their choices, only to recognise the true value of their actions later in life. We hope our film resonates with all parents who want to bring up their children with the right set of values.”
Rolling out across TV, digital, outdoor, and social media, the campaign reinforces HDFC Life’s commitment to confident insuring under the #SarUthaKeJiyo tagline. It invites viewers to explore plans at hdfclife.com, blending emotional storytelling with practical financial advocacy for India’s families.
