Mumbai, October 1 (Business & Marketing News) – HDFC Life has rolled out its latest term insurance awareness campaign, ‘First Call’, highlighting the natural instinct to reach out to family in times of crisis and urging individuals to safeguard loved ones through financial protection.
Campaign Concep
The ‘First Call’ campaign consists of two films that portray how fragile or vulnerable moments inevitably draw people closer to their families. The core message reinforces the belief that financial protection is an extension of care, love, and responsibility towards those we hold closest.
Focus on Term Insurance
The initiative is part of HDFC Life’s ongoing effort to spread awareness about the importance of protection and encourage adoption of its Click 2 Protect Supreme plan. The policy is designed to help families secure long-term financial stability in unforeseen situations.
Pritika Shah, Head of Marketing at HDFC Life, explained the brand’s approach:
“Even in this increasingly uncertain world, term insurance purchase is shackled by procrastination. Our attempt has been to nudge consumers towards realisation by reinforcing the importance of protecting our family’s future through insight-based, compelling narratives. By empowering families to be better prepared, we also bring to life our brand proposition of Sar utha ke jiyo!”
Promotional Strategy
The ‘First Call’ campaign will be amplified across television, digital platforms, OTT networks, and outdoor media in key Indian cities and airports. The multi-channel rollout is aimed at maximizing reach and impact.
Why It Matters
With rising uncertainty and financial risks, the campaign seeks to transform procrastination into timely action. By positioning term insurance as a natural extension of familial love, HDFC Life aims to connect emotionally with consumers while underlining practical security benefits.
