HDFC Life tugs heartstrings with a long-form ad delighting cricket lovers on Disney+ Hotstar

Hope and resilience kept people afloat through the pandemic. The understanding shared by family members grew, tying people together with an invisible thread of love. HDFC Life teased and tugged on this thread to deliver a beautiful narrative of gratitude a child feels when they see their parents going through a tough time — the sense of security that no matter what happens, they will be safe from the tides of time. 

Bounce Back, a two-minute-long video, is a disruption in the digital space. Why would anyone be happy pausing a live sport for two whole minutes to watch an ad? HDFC Life proved it was doable and phenomenally so. Partnering with Disney+ Hotstar, they strengthened Brand Favourability and communicated their Brand Purpose of building financial security. 

The Strategy And Execution

The core idea of the endeavour was to communicate a story that would be contextually relevant to GenZ and 35+ viewers. Both enjoyed cricket and were affected by the pandemic. The strongest common element between the two groups was school. 

Hunt for a positive narrative brought the team to explore the after-effects of virtual schooling and how the students were flourishing despite it all. They are nervous about the future but also grateful that their parents saw them through the tough times, never letting them feel neglected or unloved.

The video hit a strong emotional chord by reflecting situations that most viewers had experienced, building brand relevance and heightening impact. It was amplified using Live Sport’s scale on Disney+ Hotstar, enabling HDFC Life to tell its complete brand story to immensely relevant and engaged live audiences during the Ind-SL Test Match series. 

Long-form video advertising on Live Sports is an industry-first initiative by Disney+ Hotstar. In a world where people love to skip ads, the effort is to assist brands in telling compelling digital ad stories without hindering the experience of viewers at all.

Client Speak

Impact

The emotional connect of the story helped HDFC Life achieve a 13% uplift in Brand Favorability, which is about 2X of Kantar Norms. Despite being shown in the middle of a live match, the campaign garnered an estimated VTR of 86%, a phenomenal success for a 2-minute long-form video. The campaign delivered 4X of average CTRs, adding to its success.