HDFC Life has rolled out a campaign #Kismatwala (a fortunate person) featuring anchor, comedian, and podcaster, Cyrus Broacha. The aim of the campaign is to showcase how financial preparedness can enable an investor to overcome any unfortunate circumstances.
Conceptualised by Schbang, the films take the humour route and feature Broacha as Mr Kismatwala. He’s unafraid of all the challenges that life throws his way. He is unperturbed by the high cost of his daughter’s academic fees, the risk of untimely death and building corpus needs for retirement. Broacha has taken control of his destiny by using HDFC Life’s insurance plans as an armour to safeguard himself and face these unfavouravle situations with confidence.
Vishal Subharwal, chief marketing officer, head of e-commerce, digital business – HDFC Life, said, “Our latest campaign conveys the message that a good foresight towards adequately protecting oneself financially can enable one to live a peaceful life, #KhudKiKismatKhudLikho (write your own fortune). The three films cover areas such as inflation, untimely life shocks, guaranteed returns for child’s education and how our life insurance products provide a strong financial safety net to an individual to deal with these challenges. For the last 22 years, HDFC Life has served millions of Indian to live a life of pride.”
Rishabh Pande, group creative manager, Schbang, said “We needed Indians to take their insurance seriously, which is why we took to humour, of course. Coupled with the observation that the word kismat gets thrown around in conversations like it does, we came up with the concept of Kismatwala, the funny man who can write his own luck. To elevate the narrative and the humour, we wanted to exaggerate the unforeseen problems that came knocking and that helped Kismatwala’s character stand out even more strongly.”