Marketing budgets shifting towards tier II & tier III markets: Vishal Subharwal, HDFC Life
Vishal Subharwal, CMO & Group Head – Strategy, HDFC Life, talks about the brand’s first regional multimedia campaign, association with Rishabh Pant, and the enduring relevance of ‘Sar Utha Ke Jiyo’
Typically, a HDFC Life campaign would be dubbed in eight or nine regional languages, with Hindi being the medium in the rest of the markets. What is happening is the shift in media mix in certain geographies. Subharwal explains, “In Tier I markets, we are right on top as far as awareness and consideration is considered. What is happening, is that marketing budgets are shifting a little bit towards Tier II and Tier III markets.”
Sar Utha Ke Jiyo
In 2005, HDFC Life launched its first TV advertising campaign 'Sar Utha Ke Jiyo' which has become not just the brand’s tagline but also its core value emphasizing on living life confidence, making this tagline relevant to date. Continuing with this proposition, HDFC Life associated with cricketer Rishabh Pant in a campaign to drive the importance of preparation for life’s uncertainties, positioning Term Life Insurance plans as a vital safety net for individuals and their families.
In December of 2022, Pant met with a life-threatening car crash and then fought against all odds to make a miraculous recovery to once again play for Team India. He went on to become a part of the winning team at the T20 World Cup. Subharwal says, “We thought Rishabh Pant would be a good brand ambassador to speak about the need for protection term insurance. This campaign speaks about, ‘Tyari’ and planning for the life ahead with an insurance for protection. Rishabh's story is of a great bounce back and the insurance also gives you a safety net or protection to bounce back from a problem or a crisis. Who better than Rishabh to represent ‘Sar Utha Ke Jio.’
