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Case
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Reference no. 517-0025-1
Subject category: Marketing
Authors: Benudhar Sahu (IBS Center for Management Research); Syeda Maseeha Qumer (IBS Center for Management Research)
Published by: IBS Center for Management Research
Published in: 2017
Length: 7 pages
Data source: Published sources
Topics: Marketing management; Click2Protect plus; HDFC life; Term insurance plan; Click2Protect; Little2Adjust; Offline-to-online campaigns; 'Sar Utha Ke Jiyo'
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Abstract

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 Click2Protect 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.
Location:
India
Industry:
Insurance sector
Size:
Medium
Other setting(s):
2014-2015
Teaching note
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Reference no. 517-0025-8
Subject category: Marketing
Authors: Benudhar Sahu (IBS Center for Management Research); Syeda Maseeha Qumer (IBS Center for Management Research)
Published by: IBS Center for Management Research
Published in: 2017
Length: 3 pages
Data source: Published sources
View full details

About

Abstract

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 Click2Protect 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.

Settings

Location:
India
Industry:
Insurance sector
Size:
Medium
Other setting(s):
2014-2015

Related

Teaching note
-
Reference no. 517-0025-8
Subject category: Marketing
Authors: Benudhar Sahu (IBS Center for Management Research); Syeda Maseeha Qumer (IBS Center for Management Research)
Published by: IBS Center for Management Research
Published in: 2017
Length: 3 pages
Data source: Published sources
View full details