HDFC Life's Click2Protect Plus Advertising Campaign

Issues:

» To study the advertising strategy of HDFC Life for its term insurance plans.
» To analyze the advantages of using emotional appeals in advertising and branding an insurance product.
» To study the advertising campaigns launched by HDFC Life for its Click 2 Protect Plus plan.
» To explore ways in which the insurance company could make its advertising campaigns more effective.

Introduction

On August 5, 2014, HDFC Life, one of the leading life insurance companies in India, launched an advertising campaign to promote its new online term plan Click2Protect Plus. An extension of its flagship term plan Click2Protect, Click2Protect Plus was a traditional, non-participating pure term insurance plan that offered some additional benefits and multiple options to the customers and also allowed them to customize it as per their insurance requirement. Commenting on the new campaign, Sanjay Tripathy (Tripathy), Senior EVP – Marketing, Product, Digital & Ecommerce, HDFC Life, said, “Following the launch of HDFC Life Click2Protect Plus, our new term insurance plan, we have embarked on this new ad campaign to spread awareness about the importance of having a term plan that is flexible enough to help the buyer customize it as per his needs. For example, we understood that as life’s responsibilities grow, there is a need to increase life cover too. Most term plans don’t allow this, while with Click2Protect Plus, the customer has the option to increase life cover at key milestones such as marriage or the birth of a child.”...