HDFC Life triggers a thought in parent's mind

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | October 28, 2011
The company has organised a first-of-a-kind mall activity called Ring a Career, to help parents understand the need for financial planning for their child's future.

Life insurance company HDFC Life is conducting an experiential marketing activity to help parents understand the importance of financial planning to secure their child's future. Called Ring a Career, the activity involves asking a child what he/she intends to become when he/she grows up. The child and the parent are then asked to throw a ring to select that profession - to underline that parental involvement is required to help them achieve their dreams.

Once the kids have expressed their choice of profession, the parents are informed about the current cost of professional education, and the necessity to be prepared for the time the child turns 18 and is ready for professional courses.

Talking about the idea, Sanjay Tripathy, executive vice-president and head, marketing and direct channels, HDFC Life, says, "The basic idea behind this activity is to trigger a thought in every parent's mind that it will not be easy to meet the rising demand of one's child in the future, until and unless financial planning is done beforehand."

This initiative has been strategised in line with HDFC Life's brand philosophy, Sar Utha Ke Jiyo, which implies that if parents secure their children's future by adequate financial planning, they can always live with their heads held high.

Speaking more on the programme, Tripathy adds, "HDFC Life believes in innovation and understands the needs of parents. Ring a Career will help and educate parents on the need for financial planning to secure their children's future needs in advance. This activity will also throw up facts about the rising costs of education and the need to plan for children's education goals, keeping in mind all the external factors."

The below the line (BTL) activity, which started last week, will continue until the middle of November in various malls across 16 cities including Mumbai, Delhi, Kolkata, Chennai, Hyderabad, Bengaluru, Pune, Chandigarh, Lucknow, Coimbatore, Kochi, Bhubaneshwar, Ahmedabad and Ludhiana.

HDFC Life claims that it intends to reach out to 1.4 million people through the Ring a Career activity.

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