HDFC Life launches new digital platform to curate memories

HDFC Life and Leo Burnett have created a new digital platform enabling customers to leave behind more than just money.

The digital platform called #MemoriesForLife allows the man of the house to record little anecdotes, words of wisdom and life lessons, so that he continues to guide his loved ones in his absence. The idea comes from the customer understanding that, often, a lot is left unsaid in the strife for securing the future of loved ones.

Here’s how it works: Record your message on the #MemoriesForLife platform, set the date and time you want your loved one to receive it and HDFC Life is committed to ensure its delivery.

This is a strategic move to shift insurance from a transactional space to an emotional space, and to remind the man of the house that he means a lot more to his family than just money.

The digital platform will be launched via an integrated campaign designed for both offline and online media.

The brand film narrates the story of a young successful executive who forgoes a business trip to Singapore to spend his special day, his birthday with his mother. It is later revealed that it was after watching a poignant video of his father’s words of wisdom, recorded when he was 17 years old (10 years back), that propelled him towards this different path. The narrative emphasises the power of the individual to guide his family through life’s many challenges, even in his absence.

Sanjay Tripathy, senior EVP, head Marketing, Products, Digital & E- commerce, HDFC Life, said: “We at HDFC Life believe that today’s hard-to replace individuals are far more important to their families than just their financial legacy. With #MemoriesForLife, we have made a strategic move to shift life insurance from a transactional space to a more emotional one in the form of a time capsule.”

He added #Memories ForLife’ is a new opportunity for us to reinforce our brand promise of ‘Sar Utha Ke Jiyo’ in our customers’ lives where they can record life’s little and big lessons to help their loved ones lead a life of pride forever.”

Campaign credits:

Agency: Leo Burnett, Mumbai
Chief Creative Officer: Rajdeepak Das
Group ECD: Aman Mannan
Associate ECD: Pravin Sutar
Creative Team: Pradeep Kumar, Nidhi Handa, Maruthi Sivakumar
Planning Team: Ajeeta Bharadwaj, Niharika Talwar
Account Management: Oindrila Roy, Ravi Adhikari, Sharon Thambi
Production House: Red Ice Films
Director: Sharat Kataria
Executive Producer: Gary Grewal Producer: Vandana Singh and Kilan Shetty Music: Hanif Shaikh
Lyrics: Varun Grover and Hanif Shaikh