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 (Sar Utha Ke Jiyo). 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.

People record their message while buying their policy, this message can be dated as to by when they wish the concerned person to receive. To introduce the concept to our audiences, we launched a TVC and created a long format film on YouTube. These were backed up with print communication. We also ran contests on social media channels such as Facebook and Twitter with the hash tag #MemoriesForLife encouraging people to record their own personal messages for their loved ones.

Post the launch we drove awareness leveraging radio, OOH and HDFC Bank branches.