HDFC Life, a life insurance company, 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 the audience to act now and take steps to financially secure their family.

The campaign ‘First Call’ has two evocative films which portray how moments of vulnerability naturally direct individuals to reach out to those closest to them. It also reminds viewers that financial protection is an extension of the love and care they show towards their families.

HDFC Life has focused on the core proposition of protection and on driving adoption of term insurance by encouraging people to think a

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