Abstract

The caselet focuses on the advertising campaign launched by HDFC Life for its new term insurance plan — Click2Protect Plus. The objective of the campaign was to create awareness about the new and unique combination of features available in the Click 2 Protect Plus plan. The caselet discusses how HDFC Life used an emotional appeal in its advertisements to explain the policy features of the plan and attract customers. The case concludes by discussing how the insurance company planned to take the campaign forward and reach a wider network.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• 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.

Keywords

Click2Protect Plus, HDFC Life, Term Insurance plan, Click2Protect, Advertising campaign,Little2Adjust, Offline-to-Online campaigns,'Sar Utha Ke