HDFC Life ‘click(s) to protect’

23 Jan,2012

By Shubhangi Mehta


HDFC Life has introduced a policy for its urban customer which will help them buy insurance online. The campaign for this will be hitting television screens soon.


Until now you online purchase was meant for purchasing goods for one’s use but now after the ‘Click 2 Protect’ initiative by HDFC Life, one can now buy term insurance online and secure your family with a large sum assured at the lowest premium rates.


Click to protect is available in 750 cities, where HDFC Life is accessible if consumers need any help.


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Sanjay Tripathy, Executive Vice President and Head, Marketing and Direct Channels, HDFC Life, on this initiative, said, “This is a new online programme mainly for our informed urban customer between the age of 25-40 years. The online programme is an ease for a customer who plans to buy insurance. The campaign that we have created for the product talks about ‘I love my family’ – it’s about being a son, then a husband, to a father. The thought manages to connect with the Indian consumer. For Indians, family comes first and they want to secure their family’s current lifestyle/dreams/goals even when they are not around.”


The new campaign mainly focuses on the fact that hypothetically, an individual finishes graduation by the age of 20 years. Post that he starts working, gets married, becomes a parent, buys a house etc, ie with increasing responsibility people become more concerned about their family. Today uncertainties have increased and lifestyle has changed significantly as compared to previous generations. The campaign makes the consumer realize that term insurance is very important today to secure one’s family adequately, and seeks to make him feel concerned.


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