Insurance provider HDFC Life has taken a unique route to educate people about the benefits of early retirement planning. The brand aims to start a conversation among middle-age Indians around the need for a timely retirement plan.
The new campaign titled, #CakeForThought targets audiences between the age of 40-50. The brand has roped in celebrities like Ranveer Brar, a celebrity chef; Kavita Kaushik, a famous television actor, and singer Vijay Prakash.
To further spread the message, the brand used the birthdays of these celebrities to send them customised cakes that showcased their retirement plan in the form of a ‘pie’ chart and highlighted the benefits of early retirement planning.
The objective of the campaign is to highlight that the sooner one starts retirement planning, the bigger the corpus fund would be.
“Indians today aspire to be self-dependent in their post-retirement years. The increasing trend of nuclear families makes it a necessity all the more. However, when it comes to actually planning for retirement, individuals often procrastinate. HDFC Life highlights this reality in their latest initiative #CakeForThought,” said Wobb, the agency behind the campaign.
So far, the campaign has had 2.7 lakh reach and 16k+ engagements.
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