HDFC Life has rolled out its first East India-focused campaign, aimed at deepening its connection with audiences in West Bengal and Odisha. Featuring renowned Bengali actor Abir Chatterjee, the campaign delivers the message: “Enjoy today while planning for your family’s tomorrow”, highlighting the importance of long-term financial planning without compromising present-day experiences.
Building on the success of its earlier region-specific campaigns in South India, HDFC Life continues its strategic approach of tailoring communication to resonate with local cultures and priorities. The company noted that lifestyle improvement is a significant financial goal in the East, where people increasingly value shared family experiences such as travel, festivals, and social outings.
The campaign film follows the protagonist, portrayed by Chatterjee, as he reflects on balancing enjoyment in the present with thoughtful planning for the future-reinforcing the brand’s focus on responsible financial foresight.
Pritika Shah, Head – Marketing, HDFC Life, explained, “India’s diversity necessitates communication that is culturally relevant. Our regional strategy has helped enhance brand recall, and with our latest campaign for the East, we aim to inspire individuals towards financial independence using familiar voices and relatable narratives.”
Vikram Pandey, Chief Creative Officer, Leo Burnett – South Asia, added, “For our Eastern debut, we chose Abir Chatterjee for his credibility and resonance in the region. The goal is to ignite conversations around financial planning through storytelling that feels personal and authentic.”
The integrated campaign will run across television, digital, and outdoor platforms, ensuring widespread visibility and regional impact.
