MAM
HDFC Life’s New Campaign Aims to Create Awareness on Term Insurance Plans
Mumbai: HDFC Life, one of India’s leading life insurers has launched a campaign on television, direct-to-home and digital channels to drive the need for protection.
One of key elements of a financial plan is Protection. An adequate life cover ensures that the family is protected in case anything happens to the breadwinner. HDFC Life’s latest campaign on term plans highlights how protecting loved ones and securing their future is extremely important, more so in these uncertain times.
Speaking on the campaign, Pankaj Gupta Sr. EVP (Sales) & Chief Marketing Officer said, “Recent surveys on Indian consumer sentiment reflect their concerns about their own as well as their family’s well being. There is a rising sentiment that in the current situation, one needs to be even more proactive about financial planning and securing their family’s future. Term insurance is a must-have product for every individual. It protects the family financially by playing the critical role of acting as an income replacement in case of an eventuality.
According to the Swiss Re report for FY2014, India has a huge protection gap of 92.2% – most Indians are either underinsured or uninsured. Given that consumers are now more open to term insurance, this campaign will help build further awareness around the category and our term plans, besides nudging them to take action.”
Rajdeepak Das, Chief Creative Officer – South Asia & Managing Director – India, Leo Burnett added “These past few months have brought home the fact that life is uncertain at best and highly unpredictable. But one thing that stays steady through tough times is the love for our family. And keeping this in mind HDFC Life talks about the importance of insuring yourself and thereby, ensuring that if a crisis comes unexpectedly, your family is well prepared to tackle the fallout. While we always hope for the best, we should also be prepared for the worst. We hope this campaign reaches out to maximum people and nudges them to take the first step towards securing their loved ones.”
Agency Credits
MD – India & CCO – South Asia, Leo Burnett: Rajdeepak Das
MD – India & CSO – South Asia, Leo Burnett: Dheeraj Sinha
Executive Creative Director: Mayuresh Dubhashi
Creative Team: Rucha Rao, Savya Narang, Anupam Menon, Rachita Karnik, Sachin Pardeshi
Senior Vice President: Ashima Mehra
Account Management: Aditya Atre, Dilip Varu, Divya Ganeriwala, Aamir Pinzara
Planning: Noor Samra, Anjali Kamath
Production House: Prodigious
Director: Sana Ahmad & Beeswaranjan
Producer: Akshay Multani
Asst. Producer: Ganesh Iyer
HDFC Life has always had a customer centric approach. The Company’s flagship products are designed keeping in mind different customer needs and can be purchased both offline as we as online. HDFC Life’s claims intimation process is available online. Customers and claimants can avail the services without having to step outside their homes.
The company is facilitating a smooth and seamless experience for all. The company has settled 99.07%1 claims last year. It has settled 99.96% of non-investigative claims in Q4 FY20 through hassle-free claim2 settlement in 1 day.
1Individual death claim settlement ratio by number of policies as per audited annual statistics for FY 2019-20. 2T&C apply.
The flagship term insurance products are:
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HDFC Life Click2Protect Plus |
HDFC Life Click2Protect 3D Plus |
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An ideal comprehensive protection plan with a range of additional coverage options, at an affordable price to protect you and your loved ones. Features:
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Secure your family's financial independence against death, terminal illness and disability with a 3D protection Features:
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HDFC Life recently launched the Life Freedom Index Report in partnership with Nielsen. The national Life Freedom Index (LFI) shows a positive increase of 8.7pp over 2016, wherein the survey shows that people are more confident about their future, irrespective of external factors due to their growing financial awareness and ability to plan ahead. It also reflects that people respond to macro economic factors by adhering to a robust financial plan since it gives them the confidence to fulfil their future goals and financial needs. Given that life Insurance is considered as a backup for uncertain times, this is the right time to build awareness around Protection and help customers take the right financial decisions.
HDFC Life’s Life Insurance products offer a wide range of insurance solutions for protection (term), Unit Linked Insurance Plans (ULIPs), retirement plans, health plans, child plans and Woman Plans.
HDFC Life’s Indian Embedded Value has risen 17 per cent to INR 22,580 crores during FY21 Q1 as compared to INR 19,230 crores during corresponding quarter last year. HDFC Life also saw a 50% growth in Individual protection APE with the share of protection doubling from 5% in FY20 Q1 to 11% in FY21 Q1. The company has reported 6 per cent rise in Net Profit to INR 451 crores during the FY21 Q1 as compared to INR 425 crores during the corresponding quarter last year.
Digital
Content India 2026 opens with a copro pitch, a spice evangelist and a £10,000 prize for Indian storytelling
Dish TV and C21Media’s three-day summit puts seven ambitious projects before an international jury, and two walk away with serious development money
MUMBAI: India’s content industry gathered in Mumbai this March for Content India 2026, a three-day summit organised by Dish TV in partnership with C21Media, and it wasted no time making a statement. The event opened with a Copro Pitch that put seven scripted and unscripted television concepts before an international panel of judges, and by the end of it, two projects had walked away with £10,000 each in marketing prize money from C21Media to support development and international promotion.
The jury, comprising Frank Spotnitz, Fiona Campbell, Rashmi Bajpai, Bal Samra and Rachel Glaister, evaluated a shortlist that ranged from a dark Mumbai comedy-drama about mental health (Dirty Minds, created by Sundar Aaron) to a Delhi coming-of-age mystery (Djinn Patrol, by Neha Sharma and Kilian Irwin), a techno-thriller about a teenage gaming prodigy (Kanpur X Satori, by Suchita Bhatia), an investigative crime drama blending mythology and modern thriller (The Age of Kali, by Shivani Bhatija), a documentary on India’s spice heritage (The Masala Quest, hosted by Sarina Kamini), a documentary on competitive gaming (Respawn: India’s Esports Revolution, by George Mangala Thomas and Sangram Mawari), and a reality-horror competition merging gaming and immersive fear (Scary Goose, by Samar Iqbal).
The session was hosted by Mayank Shekhar.
The two winners were Djinn Patrol, backed by Miura Kite, formerly of Participant Media and known for Chinatown and Keep Sweet: Pray & Obey, with Jaya Entertainment, producers of Real Kashmir Football Club, also attached; and The Masala Quest, created and hosted by Sarina Kamini, an Indian-Australian cook, author and self-described “spice evangelist.”
The summit also unveiled the Content India Trends Report, whose findings made for bracing reading. Daoud Jackson, senior analyst at OMDIA, set the tone: “By 2030, online video in India will nearly double the revenue of traditional TV, becoming the main driver of growth.” He noted that in 2025, India produced a quarter of all YouTube videos globally, overtaking the United States, while Indians collectively spend 117 years daily on YouTube and 72 years on Instagram. Traditional subscription TV is declining as free TV and connected TV gain ground, forcing broadcasters to innovate. “AI-generated content is just 2 per cent of engagement,” Jackson added, “highlighting the dominance of high-quality human content. The key for Indian media companies is scaling while monetising effectively from day one.”
Hannah Walsh, principal analyst at Ampere Analysis, added hard numbers to the picture. India produced over 24,000 titles in January 2026 alone, with 19,000 available internationally. The country now accounts for 12 per cent of Asia-Pacific content spend, up from 8 per cent in 2021, outpacing both Japan and China. Key exporters include JioStar, Zee Entertainment, Sony India, Amazon and Netflix, delivering over 7,500 Indian-produced titles abroad each year. The top importing markets are Saudi Arabia, the UAE, Egypt, the United States and the Philippines. Scripted content dominates globally at 88 per cent, with crime dramas and children’s and family titles performing particularly strongly.
Manoj Dobhal, chief executive and executive director of Dish TV India, framed the summit’s ambition squarely. “Stories don’t need translation. They need a platform, discovery, and reach, local or global,” he said. “India produces more movies than any country, our streaming platforms compete globally, and our tech and creators win international awards. Yet fragmentation slows growth. Producers, platforms, and tech move in different lanes. We need shared spaces, collaboration, and an ecosystem where ideas, technology, and people meet. That is why we built Content India.”
The data, the pitches and the prize money all pointed to the same conclusion: India is not waiting for the world to discover its stories. It is building the infrastructure to sell them.
