HDFC Life connects on-ground with urban women

By afaqs! news bureau , afaqs!, New Delhi | In OOH News | September 21, 2012
The 12X12 feet video booths titled 'Model of Happiness' will be installed inside key malls and corporate parks that represent mini film sets, with movie elements such as a 'Director's chair' and lights.

In an extension to HDFC Life's ongoing television commercial (TVC) that promotes Smart Women's Insurance Plan, the brand now urges working women in the age group of 25-40 years to be a part of its on-ground initiative and share their story - where they have acted independently and provided happiness to their family members. The on-ground initiative will also be extended to digital and out of home (OOH) media.

As a part of the initiative, 12x12 feet video booths titled 'Model of Happiness' will be installed inside key malls and corporate parks. The booths will represent mini film sets, with movie elements such as a 'Director's chair' and lights. Women who have been a 'Model of Happiness' in their families can create their own personal video films about their stories in these booths. The video booths will act as a platform for women to narrate the happiest moments in their lives in a public forum.

On the digital platform, these videos will be uploaded on the company's new microsite, and its Facebook page, The best videos will be judged by an HDFC Life selection panel and on people's choice (Likes received on the social media pages, where the videos will be posted). Each woman is also encouraged to share the same on her personal Facebook page and Twitter handle so that she becomes a lobbyist of her own videos and stories to inspire others.

HDFC Life will also feature the best videos on OOH screens and cinemas across the country to extend the 'Models of Happiness' platform.

The campaign aims to encourage urban Indian women to be financially independent. The objective of taking the promotion to the on-ground level is to showcase real stories of women, who have been able to shower happiness on their loved ones, thereby helping every woman find true value for herself because of her financial freedom.

Sanjay Tripathy

Speaking about the campaign, Sanjay Tripathy, executive vice-president and head, marketing and direct channels, HDFC Life, says, "A financially secure woman can not only become an active member of the family's decision making process, but can also be a source of happiness to her loved ones by meeting their needs on her own. In other words, her financial freedom enables her to be the 'Model of Happiness' for her loved ones."

Tripathy adds, "Targeted at urban working women, our new experiential campaign aims to capture real moments of happiness of these women. We believe that representations of a woman as 'Model of Happiness' works on both the inspirational and relatable dimensions for our target audience. They can find an immediate connect with the smart financially secure women featured in the video, get inspired by their lives and get motivated into action.

"We are keen to bring these stories to life in line with our brand philosophy, 'Sar Utha Ke Jiyo', empowering women to be financially secure and be a source of happiness to their families and inspire others, too."

The on-ground campaign will be executed across six malls and 12 corporate parks in Delhi, Pune, Bengaluru and Mumbai. The month long activity will start from September 22 and continue till October 22.

The activation will take place in Ambience mall and DLF Prominade in Delhi, Forum Mall in Bengaluru, Infinity Mall in Malad, High Street Phoenix in Mumbai, and Inorbit Mall in Pune.

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