HDFC Life launches East-focused campaign featuring Abir Chatterjee

HDFC Life has launched a new regional campaign aimed at audiences in West Bengal and Odisha. The campaign promotes the message, "Enjoy today while planning for your family’s tomorrow." It features Bengali actor Abir Chatterjee in the lead role and focuses on the importance of financial planning for the future.

HDFC Life began a region-focused campaign strategy last year, starting with the southern states. The approach led to improved brand awareness in those markets. The company is now extending this strategy to the eastern states of India.

Studies from the East show that improving lifestyle is a top financial goal. People want to enjoy life with family through outings, vacations, and cultural events. The ad film shows the protagonist discussing the importance of financial planning to secure the family’s future.

Speaking about the campaign, Pritika Shah, head– marketing, HDFC Life, said, “India is a culturally diverse country. To reach out to such audiences across different regions, it is important to connect through cultural nuances and regional references, tailored towards their financial priorities and mindset. This has been the core thought behind our region-focused strategy. The positive response to our earlier South-focused efforts has encouraged us to take this approach towards other parts of India. Our first-ever East-focused campaign, featuring Abir Chatterjee, has been launched for the audiences of West Bengal and Odisha. We believe that with our campaign, we will be able to connect and inspire more individuals towards financial independence.” 

Adding to this, Vikram Pandey, chief creative officer, Leo - South Asia said, "For our first conversation with key Eastern states of West Bengal and Odisha, we wanted to lead with a trusted voice who could be a catalyst for change towards responsible financial planning. We brought the conversation to life through the voice and journey of celebrated actor Abir Chatterjee. Through this campaign, we hope to capture the audience’s attention and mobilise them to secure their family’s future.”

The campaign will be available across multiple media platforms, including television, digital, and outdoor.