MAM
HDFC Life launches new ad campaign
MUMBAI: Private life insurance company, HDFC Life, is launching a new ad campaign to raise awareness about online term insurance plans and the easy mode to buy insurance.
The campaign has been created by Leo Burnett and produced by Code Red films.
The ad campaign will be first launched on youtube.com, specifically targeted at the well-informed, digitally aware users.
HDFC Life’s new ad campaign aims to reach out to about 4 million unique users on youtube who will watch the commercial before the television audiences.
There are five TVCs that trigger the conversation that ensure complete financial security of loved ones forever; one needs to plan ahead – a thought articulated as “Ab mein bhi Sar Utha ke kah sakta hoon… I Love my Family” in a campaign message.
The USP of this campaign is the tag line which maintains the initial core idea of the brand- ‘self respect and financial independence.’ HDFC Life’s new online term insurance plan, Click2Protect, offers the convenience of experiencing a simple, fast, convenient, transparent, and cost-effective way of buying a life insurance plan.
HDFC Life EVP and head, marketing and direct channels Sanjay Tripathy said, “Following the launch of HDFC Life Click2Protect, we have embarked on this new marketing campaign to spread awareness about the importance of an online term plan, the needs they cater to, and how they are relevant to a consumer’s life.”
“The expression ‘I love my family, do you?’ is derived from the insight that for Indians family comes first and they want to secure their family’s current lifestyle, dreams and goals even when they are not around. The entire campaign comprises five films addressing the most important need at different life-stages of the bread earner including securing old parents, marrying and securing one’s spouse, birth of a child, maintaining a comfortable standard of life & managing liabilities like home loan home loan,” he added.
Leo Burnett NCD KV Sridhar said, “The campaign stems from a simple truth – if we love someone then we‘ll ensure that he/she will never have to suffer, after we‘re gone. Since ‘term insurance‘ as a product is designed to protect the family from any financial downfall in case of untimely demise of the policy holder, the above mentioned truth lends itself meaningfully to the creative idea. It is simple – if you really love your family, you will sign up for term insurance, which translates into a man proudly wearing the badge of ‘I love my family‘ and the things he does to ensure that at every stage of life his family is well protected. The campaign also showcases the benefits of term insurance at every stage of life in an engaging manner.”
Apart from television and digital, HDFC plans to take this film to other mediums such as print and OOH.
Brands
Buffett bets on The New York Times, cuts Amazon stake
Berkshire invests $352 million in NYT, trims tech, and backs insurance, energy and consumer stocks.
OMAHA: Warren Buffett is famously a creature of habit, but his latest portfolio shake-up suggests even the world’s most patient investor knows when to change the channel. In a move that has sent the media world into a frenzy, Berkshire Hathaway has officially checked into The New York Times while largely checking out of Amazon.
Buffett’s firm snapped up roughly 5.1 million shares in The New York Times Company, a stake valued at a cool $352 million. The Buffett effect was immediate: shares in the publishing giant jumped more than 10 per cent as investors scrambled to follow the leader.
While Buffett offloaded his traditional local newspapers back in 2020, this isn’t a nostalgic trip to the printing press. The New York Times is now a digital powerhouse, fueled by a buffet of subscriptions covering everything from breaking news to Wordle and recipes. It seems the sage of Omaha still has an appetite for businesses with pricing power and a loyal following.
Berkshire slashed its holdings in Amazon by nearly 75 per cent during the final quarter of the year. Once a rare foray into the world of big tech for Buffett, the firm now holds a relatively modest 2.3 million shares. The pruning did not stop there, as other household names also saw a haircut. Apple was reduced to a 1.5 per cent position, while Bank of America was trimmed to 7.1 per cent, signalling a broader pullback from some of its large financial and technology bets.
So, where is the money going? It appears Buffett is heading back to basics, favoring sectors that can weather a storm. Berkshire boosted its positions in Chubb, doubling down on the steady world of insurance; Chevron, fueling up on energy; and Domino’s Pizza, a classic consumer bet that delivers even when the economy doesn’t.
By pivoting toward resilient industries and subscription-heavy media, Berkshire is returning to its roots: finding companies that people simply cannot live without, whether they are hungry for a slice of pepperoni or the morning headlines.
