HDFC Life, one of India’s largest insurers, has launched its latest campaign, ‘The Missing Dulha’. HDFC Life's 30-second-long skit is a unique way to reach customers. The commercial, which consists of 10 films, revolves around a groom who disappears on his wedding day.
According to the insurer, the campaign humorously captures the essence of a traditional Indian wedding. The ad perfectly blends personal finance education and humour as HDFC Life looks to inject life to an otherwise dry subject.
HDFC Life eyes to deliver a simple yet relatable message about the significance of life insurance and its advantages through this campaign.
Vishal Subharwal, chief marketing officer and group head, strategy, at HDFC Life, said, “One of the barriers to life insurance penetration in India has been the fact that the category benefits are not fully appreciated by potential consumers. The challenge put forth to the marketing team was to demystify life insurance and do it in a manner that makes the category appeal to a wider audience pool.”
As HDFC Life’s main target audience is the middle-class Indian families, the campaign deals with a traditional Indian wedding bringing in all sorts of characters. However, the good part of the ad is HDFC Life has put forward the messages related to personal finance weaving it with a mix of comedy in the wedding scene.
“With this objective we have launched ‘The Missing Dulha’, a 10-part ad-series which brings to the forefront the nuances of various life insurance product categories in a manner that is interesting and easy-to-understand. We believe this unique approach coupled with the right dose of humour set in a typical Indian wedding scenario, makes the film relatable to a large section of Indian consumers,” Subharwal added.