With its innovative Pension Guaranteed Plan, HDFC wanted to help Indian retirees save for an active and productive retirement. The catch is, already risk averse Indians particularly shy away from risk when they’re thinking about retirement.
It’s also common behaviour to put children before self and abandon one’s own aspirations. Retirees are often depicted sitting on the couch, drinking chai, playing cards, or joining laughter clubs in the park. We felt this was an outdated view in modern India and wanted to reframe the conversation and get retirees to save for their future by taking them back in time to when they were young and idealistic before and responsibilities kicked in. So we asked retirees a simple question, “Aap bade hoke kya banna chahte ho?” (what do you want to be when you grow up?). And with its generous, regular income we positioned HDFC Life as a facilitator of those abandoned dreams.
We created a short film showing retirees pursuing a second career thanks to HDFC Life. In our quest to impact culture we created a social campaign, partnered with influencers and thought leaders to drive credibility, scale and the reach of our message. Finally, seeing how complicated financial websites were, we created a microsite that explained complex details in a simple way using an interactive comic strip.