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.