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HDFC Life: I like the warmth

The treatment of the new commercial is ekdum seedha, real and warm. That approach may just help them stand out in the clutter of unreal, exaggerated communications milieu

As a creative person, one thing I would dread in circa 2011 is landing up with an insurance client. Every single creative route has been exhausted. Fear, death, tears, laughs, romance, joy, etc, have all been done. And the worst part is, most campaigns continue to re-cycle the same routes, thus leading to tremendous brand confusion.



If you judge HDFC Life's new commercial for its Children's Plans in that context, you might agree they have done the right thing by keeping the message simple, real and warm. That approach may just help them stand out in the clutter of a lot of unreal and exaggerated communications milieu.

The treatment is ekdum seedha: the commercial explains to the parents the need for thinking about insurance plans for their kids early on in their lives. Even if they are bright students. The ad features a dad proudly speaking to a friend about his daughter's flying marks. When the friend enquires about the dad's future plans for his scholarly beti, the latter says there's no need for that. The girl's quite bright, so she will surely achieve all her ambitions and dreams. To which the caring friend replies that's not going to be enough. Extreme competition at premium institutions in the nation ensure very few bright kids actually get admitted into them. And add to that the high cost of education. This awakens the till-now laid back daddy. The message: 'Kal ki socho, sar utha ke jiyo'.

As you can quickly see, this is not a commercial that would set an awards' jury on fire. Because it's not witty, it's not smart, it's not really entertaining, and most importantly, because it's not addy. And I think this is where the strength of the TVC lies. It's very real, very hum log, and very chummy. It will connect with worried parents who want the best for their children. The tone is very friendly, very re-assuring and very warm. This will work in the market place.

A nice lesson in here for other insurance companies and their ad agencies. Time has come to change the rules of the game. Perhaps all the hyperboles and madness needs to be done away with. Even if all that helps the brand stand out, are those routes really helping in relationship building? Getting real with the consumers and bonding one-on-one with them, will pay better dividends.

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COMMENTS

Subramanyam

6 years ago

is this article a closet ad for Hdfc's child plans? I think it sucks.

Gautam Shah

6 years ago

HDFC is only good at advertising and not providing good services after sale. I was sold a policy with incoorect details and I feel public must throughly check for every new product and wait until doubts are cleared.

Pankaaj Maalde

6 years ago

Insurance selling always happens with emotions. we are very much attached with our children's. Actually there is no need of children's insurance and the earning member should have sufficient cover. Insurance Products have many charges which are difficult for a common man to understand. In my opinion Mutual Fund Products are much better compared to Insurance.

jamna

6 years ago

The ad was OK. But what I really liked was the focus was on a girl child and her education, not marriage.

Markets to open with large downward gap: Tuesday Market Preview

The ongoing turmoil in West Asia and Africa has fired up crude prices and made Asian markets jittery

The local market is likely to witness a cautious opening as political turmoil across West Asia impacted stock markets across the globe. While the US markets were closed on Monday for a local holiday, mounting tensions in Libya led key European markets sharply lower yesterday. Markets in Asia were trading in the red on the back of the unrest in the Middle East that is feared to impact crude prices. The SGX Nifty was down 55 points at 5,476, down from its previous close of 5,531.

The market started in the positive on Monday, but as we had expected weakness surfaced immediately thereafter. Till around 1.30pm the indices were down. The Nifty fell to a four-day low of 5,413 and the Sensex hit a low 18,083. However, the market revived strongly and the Nifty went on to hit a high of 5,526, while the Sensex hit an intra-day high of 18,457. The Sensex closed 227 points up at 18,438 and the Nifty closed 60 points up at 5,519. 

In Friday's report we had mentioned that the Nifty should close above 5,520 for the rally to continue. However, although the market has gained yesterday, this rally is weak. This is borne out by the advance-decline ratio on the NSE which was a poor 761:1102. Expect the market to trade in a range. A day or two of rally will be followed by a day or two of decline or vice versa.

The political tensions in West Asia, particularly in Libya, spooked stocks exchanges in Europe, threatening to slow down the economy recovery process. UK’s FTSE 100 declined 1.1%, Germany’s DAX and France’s CAC 40 both fell by 1.4%. Italy’s FTSE MIB was the worst performing European market, plunging 3.6%, the largest decline in more than seven months.

Markets in Asia were in the red in early trade on Tuesday as tensions in West Asia pressurised crude prices and renewed concerns about the pace of the economic recovery. Meanwhile, Moody’s Investors Service on Tuesday re4vised the outlook on Japan’s Aa2 bond rating to negative from stable, citing the difficulties facing the government and dimming prospects to stem the rising debt burden. The move follows Standard & Poor’s decision to lower its debt rating for Japan to AA- from AA.

Among commodities, oil futures jumped 8.6% in New York from Friday’s close to $97.44 a barrel as of 9:49 am in Tokyo. Gold added 0.3% and silver rallied to the highest since March 1980.

The Shanghai Composite declined 0.46%, the Hang Seng tanked 1.63%, the Jakarta Composite slumped 1.62%, the KLSE Composite fell by 0.62%, the Nikkei 225 tumbled 1.96%, the Straits Times declined 1.21%, the Seoul Composite plunged 2.23% and the Taiwan Weighted was 1.97% lower in early trade on Tuesday.

Back home, ahead of the general budget, the Prime Minister’s Economic Advisory Council (PMEAC) on Monday asked the government to withdraw some tax incentives provided to the industry to combat impact of the global financial meltdown.

Pointing out that significant portion of fiscal adjustment will have to come from additional tax revenues, the PMEAC’s ‘Review of the Economy 2010-11’ called for “continued attempts to reform tax administration, review the double taxation avoidance agreements and other measures to prevent flight of incomes to tax havens.”
 

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