HDFC Life, one of the top 3 insurance brands in India, was built on the belief that financial independence gives an individual the pride to live with his head held high (SarUthaKeJiyo). But with the proliferation of easy finance options, the brand needed to expand the concept of provider from the purely financial provider to the man who leaves not just money, but also a legacy of values for his family. Thus was born the platform, ‘Memories for Life’; a unique value added video service which enabled a person to leave behind not just a financial legacy, but also a cache of life lessons that would act as a guiding light to his family.

We created a platform in the form of a mobile app and a microsite to help people record their messages for their loved ones. One had to simply log on, record a video message and set a date at which he would like their loved ones to receive the messages. At the decided time and date HDFC Life delivers all the recorded messages.

To drive awareness, we also launched a film which was run on TV, DTH, Cinema Halls, Live Media and YouTube. This was followed up with educative videos to teach the user about the platform. We backed this with print, radio and OOH communication.

Social media platforms such as Facebook and Twitter were used to generate content and run contests.

For trials, we did radio activations in malls across major cities. To sustain the campaign, we associated with one of the IPL Cricket teams, Rising Pune Supergiants.