HDFC Life, for over a decade now, has been promoting the core thought 'Sar Utha Ke Jiyo'. Taking the message to the next level, the insurance brand has rolled-out an ad film that portrays how a man plays an important role in empowering his family to live 'Apne Dum pe, Sar Utha ke'.
The three-minute long film narrates the story of a father who helps his young daughter, who has an artificial leg, realise her dream of becoming a dancer. The film takes the audiences through a journey on how every time she would go for her dance practice, her father would tie the ghunghroo. While she would promise her father that she will tie it herself, she would be reluctant to do so. The video shows how the father works on instilling self-belief and creating strong emotional and physical confidence in his daughter.
Conceptualised and created by Leo Burnett, the film is directed by renowned filmmaker Vikramaditya Motwane.
According to Tripathy, a research conducted by HDFC Life revealed that a man plays an empowering role in making his family become self-reliant and helping them live with their heads held high. "What we have captured is more than the financial independence. We wanted to portray how instrumental he is in ensuring that his family lives with self respect, as he passes on those values to his other family members. It's him who has given them emotional independence," he explains.
That, precisely, was the brief that was given to the agency.
The ad film, which is being played on the digital platform and on television, has very few dialoguesand is backed by Hanif Shaikh's background score which adds depth to the father's emotions towards his daughter.
The high-point of the film, Das points out, was when the daughter gets down to tie her own ghungroo. "That's what we wanted to show - how dad teaches daughter what to do. Everything else in the film was a build-up for that one moment. And it is not fiction. It happens in reality. As far as the length of the film is concerned, we are a nation that watches entertainment in a lonegr format and we don't question it as far as it is entertaining and interesting," Das avers.
HDFC Life has plans of taking this new campaign to the customer through different platforms and intensify the brand experience. Apart from television, this film will be supported by other media such as print, radio, OOH, DTH and cinema, with significant focus on digital and social media.
On television, the film is running on English entertainment, news, movie genres as well as on high-impact properties on Hindi GECs.
Sudhir Nair, SVP and head, Digital, Grey Worldwide, believes that since there are so many insurance brands launching TVCs at this time, the HDFC Life film could have got lost in the clutter, but the narrative is good and appealing.
Having said that, of late, brands have started featuring differently-abled protagonists. The Birla Sun Life TVC which features an autistic boy and the Nescafe ad centered on a man who stammers, being two examples. Nair believes that this is a growing trend because we tend to sympathise. "We all like to see people overcoming challenges and winning in the end. In such cases, it makes it even more emotional and we tend to remember," he states.