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#Decision2Protect: HDFC Life features policyholders, in their own words
NEW DELHI: HDFC Life has launched the #Decision2Protect, a customer testimonial-based campaign that intends to showcase the need for term plans through the stories and experiences of the policyholders, narrated by the policyholders themselves.
As part of its research activity, the company connected with existing policyholders to understand their reasons for choosing an HDFC Life term plan. This exercise not only offered insights but also brought to the fore powerful stories, which are relatable to a larger audience, which in turn created the foundation for the testimonial campaign.
Conceptualised by Leo Burnett, the creative has been produced by The Content Factory and directed by Ateet Chadda.
Leo Burnett MD – India & CCO South Asia Rajdeepak Das said, "What the past one year has taught all of us is that life is full of uncertainties. But with a little bit of foresight we can overcome any unforeseen setbacks. HDFC Life’s new #Decision2Protect campaign explores such real life examples of people who ensured that their loved ones are able to tide over any eventuality that might come their way. And more importantly, it tells that all-important message that a small decision can go a long way in ensuring that our families are always protected."
HDFC Life senior EVP (sales) & CMO Pankaj Gupta said the campaign is centred around policyholders who believed in and benefited from its life insurance products – sharing their thoughts about how the product worked and enabled them to continue living their lives fully, despite the uncertainties that they faced.
“These powerful themes are universal and we feel confident they will resonate with the larger community. While the concept of term life insurance is quite well established, not everyone acts in a timely manner or benefits from the product. We take it as our responsibility to create greater awareness that enables individuals to take the decision to protect at the right time. The Covid2019 pandemic has impacted millions of lives bringing about an even greater sense of uncertainty. It has made every individual with financial responsibilities realise the need for protection for self and family. And that is what term life insurance provides. It acts as a safety net for the family and protects them against the uncertainties of life,” he added.
MAM
Campus Activewear launches Zeenat Aman-led Women’s Day campaign
Icon fronts ‘You Go Girl’ extension celebrating choice and freedom in motion.
MUMBAI: This Women’s Day, Campus didn’t just drop a campaign, it dropped the rulebook and handed women the pen to rewrite their stride. Campus Activewear has unveiled a powerful new cinematic campaign starring cultural icon Zeenat Aman, extending its long-running ‘You Go Girl’ initiative. Titled around the theme of freedom to move on her own terms, the film transcends conventional markers of success wealth, fame or nostalgia and focuses on choice as the true driver of progress.
Through striking visuals, Zeenat rejects glitter, noise and imposed expectations, embracing unapologetic forward motion. Her journey becomes a metaphor for every woman evolving, leading and inspiring on her own path, free from permission or predefined roles.
Campus Activewear, chief innovation officer Prerna Agarwal said, “For us, empowering women goes far beyond a campaign or a single day of celebration. It begins with creating an environment where women feel confident, supported, and free to pursue their ambitions without hesitation. We focus on understanding their everyday movements and designing products that genuinely make day-to-day lives easier comfort through long days, reliability through changing roles, style that reflects individuality.”
Zeenat Aman added, “I have spent a lifetime being told what I should look like, what I should wear, and what I should represent. And for a lifetime, I have walked my own way regardless. That is not rebellion that is simply knowing who you are. When Campus approached me with this campaign, I said yes immediately, because the message is not about me. It is about every woman who has been handed a label and decided to wear it as a badge of honour instead. You go girl move your way.”
The campaign reinforces Campus’s belief that freedom is not granted, it is claimed. By featuring Zeenat Aman as both voice and symbol, the message gains deeper resonance: progress happens when women are heard, barriers are removed, and momentum is created for everyone around them.
In a world that still tries to set the pace for women, Campus and Zeenat aren’t asking for permission, they’re reminding every woman that the only approval needed to move forward is her own.
