Mumbai, Maharashtra, India, October 2025 – HDFC Life, one of India’s leading life insurance companies, has unveiled a new term insurance campaign titled “First Call.” The campaign showcases a simple truth about human behaviour: during life’s fragile moments, we reach out to those who matter the most – our family. Using this instinct as the basis, the campaign encourages audiences to act now and take steps to financially secure their loved ones.
The campaign features two evocative films portraying how moments of vulnerability naturally lead individuals to connect with those closest to them. It emphasizes that financial protection is an extension of love and care towards family.
Pritika Shah, Head – Marketing, HDFC Life, said: “Even in this increasingly uncertain world, term insurance purchase is shackled by procrastination. Our attempt, therefore, has been to nudge consumers towards realization by reinforcing the importance of protecting our family’s future through insight-based, compelling narratives. By empowering families to be better prepared, we also bring to life our brand proposition of Sar utha ke jiyo!”
HDFC Life has long focused on driving adoption of term insurance by encouraging people to think about financial security through their campaigns. Term insurance products such as HDFC Life Click 2 Protect Supreme are designed to safeguard a family’s future, offering stability and peace of mind in unforeseen circumstances.
The high-decibel multimedia campaign will be amplified across television, digital, OTT platforms, and outdoor media in key cities and airports, ensuring nationwide reach and engagement.
About HDFC Life
Established in 2000, HDFC Life is a leading, listed, long-term life insurance solutions provider in India, offering a range of individual and group insurance solutions such as Protection, Pension, Savings, Investment, Annuity, and Health. With over 70 products (individual and group) including optional riders, HDFC Life caters to diverse customer needs.
The company benefits from a wide distribution presence across India, with 500+ partnerships spanning banks, NBFCs, MFIs, SFBs, brokers, and ecosystem partners, supported by a strong base of financial consultants.
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