HDFC Life stresses importance of early retirement planning through #CakeForThought campaign

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Insurance provider HDFC Life has taken a unique route to educating people about the benefits of planning for early retirement. The brand aims to start a conversation among middle-aged Indians about the need for a timely retirement plan.

The new campaign, titled #CakeForThought, targets audiences between the ages of 40 and 50. The brand has tapped celebrities like Ranveer Brar, a celebrity chef; Kavita Kaushik, a famous television actor, and singer Vijay Prakash.

To further spread the message, the brand used these celebrities’ birthdays to send them personalized cakes that featured their retirement plan in the form of a “pie chart” chart and highlighted the benefits of planning for early retirement.

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The goal of the campaign is to emphasize that the earlier retirement planning begins, the larger the corpus fund will be.

“Today’s Indians aspire to be self-sufficient in their post-retirement years. The growing trend of nuclear families makes it all the more of a necessity. However, when it comes to actually planning for retirement, people often procrastinate. HDFC Life is shining a light on this reality in its latest #CakeForThought initiative,” said Wobb, the agency behind the campaign.

So far, the campaign has had a reach of 2.7 lakh and over 16,000 engagements.



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