HDFC Life's Click2Protect Plus Advertising Campaign



Case Code : CLMM125
Publication date : 2016
Subject : Marketing Management
Industry : Insurance sector
Organization :HDFC
Length : 5 pages
Teaching Note : Not Available


Short Case Study Price: INR 100;

Buy Now

To download this case click on the button below, and select the case from the list of available cases:

Short Case Studies

Express Checkout

Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

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.


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.


On August 5, 2014, HDFC Life, one of the leading life insurance companies in India, launched an advertising campaign to promote its new online term plan Click2Protect Plus. An extension of its flagship term plan Click2Protect, Click2Protect Plus was a traditional, non-participating pure term insurance plan that offered some additional benefits and multiple options to the customers and also allowed them to customize it as per their insurance requirement. Commenting on the new campaign, Sanjay Tripathy (Tripathy), Senior EVP – Marketing, Product, Digital & Ecommerce, HDFC Life, said, “Following the launch of HDFC Life Click2Protect Plus, our new term insurance plan, we have embarked on this new ad campaign to spread awareness about the importance of having a term plan that is flexible enough to help the buyer customize it as per his needs. For example, we understood that as life’s responsibilities grow, there is a need to increase life cover too. Most term plans don’t allow this, while with Click2Protect Plus, the customer has the option to increase life cover at key milestones such as marriage or the birth of a child.”...

Key words:
Click2Protect Plus, HDFC Life, Term Insurance plan, Click2Protect, Advertising campaign,Little2Adjust, Offline-to-Online campaigns,'Sar Utha Ke Jiyo&'">

* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.