MAM
HDFC Life’s ad to create awareness about ‘Financial Freedom’
MUMBAI: HDFC Life has unveiled a new marketing campaign aimed at driving financial freedom among urban Indian women.
The campaign has been conceptualised and created by Leo Burnett.
The creative route of the new campaign is Director of Happiness.‘ The communication insight is that a woman‘s financial independence will let her be a stakeholder in the family decision making process. Financial independence will let her care for others, which gives her true happiness. It will help fulfill all her dreams and aspirations and make them come true for her loved ones as well. Financial independence will thereby, make her the Director of Happiness. This also links back to the company‘s brand philosophy of “Sar Utha Ke Jiyo.”
Leo Burnett NCD KV Sridhar said,”The Smart Woman product and campaign is targeted towards progressive women-of-today. Keeping this niche target audience in mind, the campaign builds on the commonly felt emotion and insight of the joy in making a landmark contribution towards the family. Keeping the product offering in mind, the film encourages young women to secure their future, so that they can do all that they desire for their family.”
HDFC Life EVP and head-marketing product and direct channels Sanjay Tripathy, said, “Following the launch of our flagship women‘s product ‘Smart Woman,‘ we have embarked on this new marketing campaign to drive awareness about ‘financial freedom‘ among urban Indian women.”
The film is centered on a female protagonist and opens in a middle class house showing playful conversations between dad and daughter. They argue to come to a decision about where the parents should go for a vacation on their wedding anniversary. While the father tries to control the budget and keeps suggesting cheaper options, the daughter keeps upgrading to international locations. When the daughter suggests Europe tour, dad refuses because he cannot spend so much, to which the daughter replies “Par main toh kar sakti hoon na.” “Ab aap poochenge, itne paise kaha se aaye. Dad kaafi time se plan kiya hai. Happy anniversary!” All this has been a surprise for the mother all along, who now asks “Kya planning chal rahi itne din se “. Dad gets emotional and replies “Jisse kandhe pe ghumata tha, aaj humme Europe ghuma rahi hai.”
HDFC Life plans to take its new campaign through different platforms and intensify the brand experience. Apart from television, this film will be supported by other media such as print, OOH, radio, and digital.
Brands
Jubilant FoodWorks to exit Dunkin’ India franchise as pact ends in 2026
Company opts not to renew long-running deal, plans phased wind-down of brand
MUMBAI: Jubilant FoodWorks Limited has decided not to renew its franchise agreement for Dunkin’ in India, marking the end of a 15-year run for the American coffee and baked goods chain in the country under its stewardship.
The decision was approved by the company’s board at a meeting held on Monday and formally disclosed to BSE Limited and the National Stock Exchange of India Limited. The current development agreement, signed in February 2011, is set to expire on December 31, 2026.
Rather than extending the pact, Jubilant FoodWorks will take a measured, phased approach to its Dunkin’ operations. This includes evaluating options such as scaling down certain outlets, exiting select locations, or transferring assets and franchise rights, all in consultation with the brand’s global owners and in line with contractual and regulatory requirements.
The move follows what the company described as a broader strategic review of its portfolio. Despite Dunkin’s presence in India, the brand has remained a relatively small contributor to Jubilant’s overall business. In the financial year 2024-25, Dunkin’ accounted for just 0.61 percent of the company’s revenue and reported a loss at the profit level.
Importantly, the company has clarified that the decision will not materially impact its financial or operational performance, signalling that its core growth engines remain firmly intact.
Jubilant FoodWorks Limited company secretary and compliance officer Mona Aggarwal, in the regulatory filing, indicated that the transition would be handled in an orderly manner, ensuring compliance with all agreements and minimising disruption.
Jubilant FoodWorks, best known for operating Domino’s Pizza in India, appears to be sharpening its focus on stronger-performing brands while quietly winding down less impactful ventures. As Dunkin’ prepares to fade from its portfolio, the company seems intent on keeping its menu of growth opportunities both lean and well-risen.
