HDFC Life: JioSaavn - Kahaani Express

HDFC Life, an insurance brand, increased awareness and consideration in India by integrating its brand into a podcast, hosted by one of the most trusted voices in the nation.

Campaign details

Brand: HDFC LifeLead Agency: JioSaavnRegion: APAC

Strategy

Objective

HDFC Life wanted to promote their Term Life Insurance Plan through the power of storytelling using digital audio. Marketing financial products (viz. insurance) comes with key challenges like:

  1. Lack of customer education and understanding
  2. Lack of resonance; especially amongst younger audiences
  3. Uncertainty about financial products

HDFC Life partnered with JioSaavn to devise a strategy that made Life Insurance relatable amongst the brand's target audience. The primary success metrics included deriving maximum reach, keeping in mind the target audience, as well as the uplift in brand...

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