‘The Missing Dulha’ campaign by HDFC Life takes a unique approach to educate viewers on life insurance

Mumbai, February 27, 2023: HDFC Life, one of India’s leading life insurers,
endeavours to educate consumers by creating differentiated content about its diverse
suite of products in a manner that is both informative as well as entertaining.
With its latest campaign, ‘The Missing Dulha’, HDFC Life aims to create awareness on the
importance of life insurance and its various product categories through a set of ten films
with the help of a story that revolves around a groom who goes missing on his wedding
day.

Aptly titled ‘The Missing Dulha’, these ten byte-sized films humorously capture the
nuances behind a classic Indian family wedding, the various characters and their
idiosyncrasies. Each film ends with a cliff-hanger to keep the audience interested in
what’s coming next while communicating a feature of life insurance plans in a unique
and humorous manner.

Life insurance is a must-have product for all individuals for their financial security and
fulfilment of future financial goals, enabling them to face life’s challenges and live with
pride. Through this campaign, HDFC Life aims to deliver the message as to how life
insurance and its benefits are important for individuals in a simple yet relatable way.
Click the link below to watch the films:

https://www.youtube.com/playlist?list=PLPV2NFEDCbD09DogQJHOvExILBgGgmDaw

Speaking on this unique campaign, Vishal Subharwal – Chief Marketing Officer &
Group Head – Strategy, 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. Our purpose as an organisation has been to simplify products
and come up with features that make a meaningful difference to the lives of our
customers. The challenge put forth to the marketing team was to demystify life
insurance and do it in a manner that make the category appeal to a wider audience pool.
With this objective we have launched ‘The Missing Dulha’ a first-of-its kind, 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. We hope this
campaign will go a long way in educating consumers about the importance of life
insurance products and their features.”