Hyphen Brands has led the strategic initiative behind ABSLI’s latest product offering, HER Insurance, stepping in not just as creative partners but at the earliest stage of product conceptualisation and development.

Having previously collaborated with ABSLI on campaigns such as Boodhe Hoke Kya Banoge and Farhan Akhtar’s Ye Akela Hi Kaafi Hai, Hyphen was brought in to brainstorm a new offering.

This time, however, the mandate extended beyond communication into shaping the product itself.

Through extensive research across multiple tiers and one-on-one conversations with a diverse group of women, the team explored the nuanced psyche and lived realities of Indian women. The process surfaced a simple yet powerful insight that became the foundation of the product.

The idea that the offering was meant for ‘all’ or ‘har’ women in India led to the name HER Insurance.

Positioned as “India Ki Har Aurat Ke Liye,” the product is designed to follow and support a woman’s life journey, tailored to different life stages and challenges.

Hyphen’s research and conceptual framework informed both the product design and its features, aiming to address the specific needs of women through a category-focused approach. The development process involved multiple rounds of clearances from legal teams and regulatory bodies, reflecting the complexity of introducing new product features and riders.

The outcome, according to those involved, marks a significant step in creating an insurance product built exclusively around the realities of women’s lives in India.

Denise Dsilva, co-founder and managing director, HyphenBrands, said, "HER Insurance was conceived out of the need to recognise that a woman's life journey in India is very different from a man's journey. We felt passionate about addressing the ups, downs and compromises a woman makes throughout her life. Even as women’s equality has advanced considerably, the nuanced nature of every woman’s life journey remains unique."

Prasanna Sankhe, co-founder and managing director, HyphenBrands, added, "This close collaboration with ABSLI reflects our belief in working in tandem with our clients to create stellar solutions that go above and beyond simple communication. It cements the belief that clients have in us: that we are true partners offering business solutions, irrespective of the medium."