MAM
HDFC Life’s new ad campaign targets youth
MUMBAI: HDFC Life, India‘s leading life insurance company, has launched a new advertising campaign to increase awareness about early retirement planning among country‘s youth.
The campaign follows the launch of HDFC Life‘s two pension plans – HDFC Life Pension Super Plus (a regular premium unit linked plan) and HDFC Life Single Premium Pension Super (single premium unit linked plan).
HDFC Life EVP and Head Marketing, product and direct channels Sanjay Tripathy said, “Our new campaign talks to a younger audience, to help change their mindset that retirement planning is an exercise which one needs to take up only when he is 40-45 years old and all other financial planning objectives have been met.”
Created by Leo Burnett, the communications concept of HDFC Life‘s retirement campaign is ‘a solid back-up plan,‘ which signifies that ‘you will enjoy the fruits of your labor without any worries, when your future is secured‘. The creative expression is,?Retirement plan karo taaki aapka kal bilkul aaj jaisa ho‘.
Leo Burnett national creative director KV Sridhar said, “Young professionals think retirement is too far away to worry about it today. This campaign taps into the insight that these people, all of whom grew up in a liberalized economy, prize their current lifestyle a lot and would like it to continue post-retirement.”
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 mediums such as print, OOH, and digital will have significant focus.
Brands
JK Maxx Paints ropes in Akshay Kumar to boost brand visibility push
Actor’s trust-led appeal set to strengthen connect in décor market
MUMBAI: JK Maxx Paints has signed Akshay Kumar as its brand ambassador, as the company looks to scale up visibility and deepen its connect with consumers in India’s competitive decorative paints market.
The move is part of a broader strategy to position the brand around trust and performance, qualities closely associated with Kumar’s public persona. With a strong connect among Indian households, the actor is expected to help the company strike a more relatable chord with home owners.
Welcoming the partnership, JK Maxx Paints business head white cement and paints Nitish Chopra said, “This partnership marks an important milestone in our journey to scale JK Maxx Paints as a strong, future-ready brand. As we expand our presence across markets, our focus remains on building deeper consumer trust and delivering high-performance solutions. Akshay Kumar’s credibility and widespread appeal make him a powerful partner in amplifying our brand story and strengthening our connect with consumers across India.”
Echoing the sentiment, Akshay Kumar highlighted the brand’s legacy and familiarity among Indian consumers. “Some associations just feel right from the heart. This is one of them. JK Maxx Paints carries a legacy that people already believe in. When a name like JK WallMaxx Wall Putty is so deeply woven into homes, it’s not just familiarity, it’s a sense of comfort and trust,” he said.
Launched in 2023 and backed by the legacy of JK WallMaxx Wall Putty from JK White Cement, the paints business has been steadily expanding its footprint. The company operates a manufacturing facility in Rajasthan and an R and D centre in Navi Mumbai, offering a wide portfolio across interior and exterior paints, textures and waterproofing solutions.
The new partnership will roll out through a multi-platform campaign spanning television, digital, print, outdoor and retail channels.
With a trusted face now fronting its colours, JK Maxx Paints is clearly aiming to paint a bigger picture in India’s home décor market.
