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HDFC Life has recently launched an annuity campaign #WhenIGrowUp, conveying the message that human potential is beyond one’s retirement years, thereby inspiring individuals to choose a retirement product that enables fulfilment of dreams.

It is centred on HDFC Life’s annuity product ‘Pension Guaranteed Plan’ that is designed to provide guaranteed monthly income, which not only secures an individual’s retirement but also enables one to fulfil the dreams of their youth, which get abandoned once responsibilities took over.

The brand has launched a short film showing five retirees young at heart, supremely excited to pursue their dreams due to HDFC Life Pension Guaranteed Plan.

The film:

A simple question to potential retirees, “Aap bade hoke kya banna chahte ho?” sets the tone for the campaign executed by Wieden & Kennedy.

As part of the campaign, the brand has launched a special microsite ( that simplifies the concept of annuity by bringing characters of the film to life in an interactive comic strip format, designed by famous cartoonist Sailesh Gopalan, founder of Brown Paperbag Comics.

HDFC Life will also conduct a masterclass on retirement planning in association with leading financial experts. The microsite serves as a platform through which individuals can register for this masterclass.

Vishal Subharwal, EVP, E-commerce and Digital Marketing, said, “Retirement planning is a critical part of every financial plan. Most individuals ignore this activity. This is also because of the fact that retirement seems boring and individuals don’t look forward to it like other phases of their lives. Through this campaign, we want to break the stereotype and make retirement planning aspirational and enable Indian consumers to manage longevity risk.”

He said, “In line with our customer-centric approach, we want to simplify the understanding of annuity as a concept, changing the audience sentiment around retirement and bringing in a behavioural change and advocating financial readiness for retirement so they can pursue their passion or live their dreams through our retirement solutions. We have developed helpful tools and content related to the retirement category so our audiences feel empowered and confident to kick-start the second innings of their life. Campaign communication will be amplified via our digital and social media platforms.”

Dean Wei, Executive Creative Director, W+K, added, Thinking about our futures, and how to achieve our goals after retirement, isn’t just a boring financial exercise, based on a rational decision. It’s about dreams and plans, big and small. We wanted to take a different tack than most financial communications and give people an emotional reason as to why they should make a smart decision earlier rather than later. And since it’s about dreams, sometimes lifelong dreams, we wanted to make the work fun and not intimidating, but mostly not cheesy and patronising. We wanted to show retirees in true light — they have so much to give and live for; they want to have fun and fulfil their dreams after decades of worrying about others. You’ll see this in the advertising but even more clearly on the website, which takes complicated options and features and makes them easy to understand and maybe even a little fun to think about.”