HDFC Life celebrates ‘Model of Happiness’ with OOH

HDFC Life, one of India’s leading private life insurance companies takes its philosophy 'Sar utha kar jiyo' to the next level with its experiential campaign clubbed with digital media, starting from 22 September (tomorrow) until 22 October.

22 Sep 2012 | By PrintWeek India

Titled 'Model of Happiness', the campaign will feature exemplifications of urban working women, who have been able to shower happiness to their loved ones, thereby helping every woman find true value for herself because of her financial freedom.

The campaign will be a stage for women to narrate the happiest moment in their life in a public forum. Video booths, titled 'Model of Happiness' will be installed inside key malls and corporate parks across Mumbai, Pune, Bengaluru and Delhi. “Each urban woman, who has been a 'Model of Happiness' in her family, can create her own personal video about her story in these booths, said Sanjay Tripathy, EVP & head marketing and direct channels with HDFC Life.
 
“Woman is an integral part of a family, and if she is financially independent with a robust plan to take care of her short, medium, and long term life stage needs, she can create several occasions of happiness in her family. Her financial freedom enables her to be the 'Model of Happiness' for her loved ones," explained Tripathy.
 
Tripathy considers that representations of a woman as ‘Model of Happiness’ works on both, inspirational and relatable dimensions for their target audience. “They can find an immediate connect with the smart financially secure women featured in the video, further providing a cue to inspire and motivate them into action. We are keen to bring these stories to life in line with our brand philosophy, ‘Sar Utha Ke Jiyo', empowering women to be financially secure,” he further added.
 
All the videos will be uploaded on the company's new microsite - www.smartisyou.com and their Facebook page - www.facebook.com/smartisyou. The participants can also share the same on their personal Facebook page and Twitter handle.
 
The best videos will be featured on OOH screens and cinemas across the country as a larger appeal to the ‘Models of Happiness’ platform which will help percolate the inspiring actions of these women to million others. The videos will be judged by an HDFC Life selection panel and by people’s choice (the likes received on the company’s social media pages, where the videos will be posted).
 
The six malls where the activation will take place  are Ambience mall and DLF Prominade in Delhi; Forum Mall in Bengaluru; Infinity Mall in Malad and High Street Phoenix in Mumbai; and Inorbit Mall in Pune.Titled 'Model of Happiness', the campaign will feature exemplifications of urban working women, who have been able to shower happiness to their loved ones, thereby helping every woman find true value for herself because of her financial freedom.
 
The campaign will be a stage for women to narrate the happiest moment in their life in a public forum. Video booths, titled 'Model of Happiness' will be installed inside key malls and corporate parks across Mumbai, Pune, Bengaluru and Delhi. “Each urban woman, who has been a 'Model of Happiness' in her family, can create her own personal video about her story in these booths, said Sanjay Tripathy, EVP & head marketing and direct channels with HDFC Life.
 
“Woman is an integral part of a family, and if she is financially independent with a robust plan to take care of her short, medium, and long term life stage needs, she can create several occasions of happiness in her family. Her financial freedom enables her to be the 'Model of Happiness' for her loved ones," explained Tripathy.
 
Tripathy considers that representations of a woman as ‘Model of Happiness’ works on both, inspirational and relatable dimensions for their target audience. “They can find an immediate connect with the smart financially secure women featured in the video, further providing a cue to inspire and motivate them into action. We are keen to bring these stories to life in line with our brand philosophy, ‘Sar Utha Ke Jiyo', empowering women to be financially secure,” he further added.
 
All the videos will be uploaded on the company's new microsite and their Facebook page. The participants can also share the same on their personal Facebook page and Twitter handle.
 
The best videos will be featured on OOH screens and cinemas across the country as a larger appeal to the ‘Models of Happiness’ platform which will help percolate the inspiring actions of these women to million others. The videos will be judged by an HDFC Life selection panel and by people’s choice (the likes received on the company’s social media pages, where the videos will be posted).
 
The six malls where the activation will take place  are Ambience mall and DLF Prominade in Delhi; Forum Mall in Bengaluru; Infinity Mall in Malad and High Street Phoenix in Mumbai; and Inorbit Mall in Pune.