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.