HDFC Life has launched a campaign to emphasise the importance of timely retirement planning amid India’s growing elderly population and rising life expectancy. According to the company, the campaign aims to address a common challenge among parents who often prioritise financial obligations such as home loans, children’s education, and family needs over saving for their retirement.
“The risk of outliving one’s savings is one of the biggest concerns that individuals face during their lifetime. The solution lies in starting retirement planning early to harness the power of compounding. Very often, in India, this is postponed by individuals until their children’s future is secured. Our main message through this campaign is that an individual needs to start planning early for their golden years and the best time is now.” Vishal Subharwal, group head strategy and chief marketing officer, HDFC Life, said.
From what is understood, the campaign is being promoted through television, digital, and other mass media channels.
“Often it isn’t until their mid-fifties that people realise they haven’t planned enough for their retirement, and then it gets too late. In this campaign for HDFC Life, through the story of the couple who are transitioning to a new phase in life as they deal with an empty nest, we wanted to reiterate that this is also a time to shift your financial priorities, as you set your sights toward retirement and funding the next chapter of your life. And who better than HDFC Life to plan this with.” Vikram Pandey, chief creative officer, Leo Burnett, South Asia, added.
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