As a part of an activation, HDFC Life has created a zone designed for playing cricket. The mall activation has been organised across seven cities, promoting the brand philosophy, 'Sar Utha Ke Jiyo'.
HDFC Life has taken the on-ground route to drive home the importance of various life insurance plans and highlight the brand's insight, 'Insurance is a promise that helps consumers live with pride'.
As a part of the activation, the brand has created a cricket playing zone in the malls. Customers can walk into the zone and fill up a form to participate in the lucky draw to win match tickets.
A promoter (life coach) at the zone explains the objective of the game and the rules relating it to the life insurance plans. The promoter then explains about the three 'overs' to choose from, which are based on themes such as child plan, protection plan and retirement plan. The participating family nominates a batsman and picks an 'over'. The player wears the Rajasthan Royals jersey while playing the thematic overs. Based on the chosen thematic over, the 'pitch' is prepared, with fielders carrying the 'road blocks' or problems that are faced in real life, such as inflation and rising cost of child's education, to stop the batsman from scoring.
"In India, cricket is not just a game - it is an integral part of a common man's life. With the 'Game of Pride', this game of cricket will be played in the spirit of the brand. We have combined the benefits of life insurance solutions for different need stages into different challenges of the game and created thematic overs, thus offering a real-time experience to the individuals," adds Tripathy.
The activation kicked off from the last week of April and will continue till the end of IPL Season 5. It will be conducted in select malls across seven cities, including Mumbai, Bengaluru, Kolkata, Pune, Jaipur, New Delhi and Chennai.