HDFC Life chooses music as content strategy to connect with young millennials

HDFC Life Insurance Company has launched the second edition of the campaign #YoungAndResponsible. The insurance brand aims to bust the myth that young millennials are reckless and irresponsible and endeavours to set straight the record on how the youth have been misunderstood over the years. This target audience forms a fast growing segment of HDFC Life’s customer base.

The first phase of the campaign will comprise an exclusive song with a music video to reinforce the notion of #YoungAndResponsible. This song covers the journey of the young and celebrates their choices. The core of the song revolves around 'Pride' and magnifies the brand’s tagline — 'Sar Utha Ke Jiyo'. It is a special creation dedicated to the young generation and their undying spirit.

In the second phase, the journeys of singers Arjun Kanungo and Jonita Gandhi, who represent the young generation, will be showcased in two separate exclusive videos highlighting the importance of practice, discipline and strong financial planning to reach their goals and attain success.

Research conducted by the company on the lifestyle and habits of the younger generation highlighted certain lesser-known facts about the youth, which eventually provided the idea for the campaign.

In this campaign, HDFC Life speaks to audiences through two new young stars from the field of music. This year’s theme focuses on young individuals who have pursued careers of their choice and are successful in their respective fields. The company has also identified music as the key affinity hook to connect with the generation. Music is known to cut across barriers of age, religion and language, connecting people from all walks of life and is highly popular with youngsters.

HDFC Life has a history of using music as a trusted medium for the brand to connect with its audiences. For this campaign, HDFC Life collaborated with Universal Music to ensure the essence of the brand can be maximised by leveraging on their understanding of music.

The brand has created a song which talks about the young generation — planning, practising and pursuing their dreams with success and pride — re-emphasising the brand’s motto ‘Sar Utha Ke Jiyo’.

Pankaj Gupta

Pankaj Gupta, Chief Marketing Officer and Head, Strategic Alliances, Bancassurance (ex-HDFC), and Speciality Direct Sales, HDFC Life, said, “Our research data clearly shows that the young millennial is extremely smart and in fact, better at long-term planning for their goals and aspirations, compared to the previous generations. This is contrary to the generic perception. The findings inspired us to challenge the stereotype and launch the #YoungAndResponsible campaign last year, which struck a chord with this generation. We aim to reach out to them again through music in this campaign, encourage them to do what their heart desires while raising awareness about financial planning, which will give them the confidence to pursue their dreams and aspirations.”

Devraj Sanyal

Devraj Sanyal, Managing Director and Chief Executive Officer of Universal Music Group and EMI Music, India and South Asia, added, “Music is a pulse which connects the youth and HDFC Life effectively uses this as a medium to share their message. It has been an insightful collaboration where we got a chance to understand and share our expertise to create a track which is aspiring to break age-old dogmas about the young being reckless.”

This campaign will be seen and heard on digital and music streaming platforms, music channels, radio and cinema.

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