HDFC Life has rolled out a campaign, 'A legacy of values and financial security', to showcase its insurance offerings.

Conceptualised by Leo, the campaign consists of an ad film.

The film tells an emotive story about the quiet role parents play in shaping the next generation. It follows a young boy whose classmate mocks his father for running a Student Café, before shifting inside to show the café’s warm, supportive environment where students are encouraged to learn and grow. When a visitor suggests renovating the café to scale the business, the boy is influenced, prompting a conversation between his parents about values and long-term planning, including their decision to secure their child’s future through HDFC Life. The father then helps his son understand the deeper purpose of the café. The film ends with students returning with sweets after clearing their exams, expressing gratitude to the parents who supported them throughout.

What we think about it: Succeeds in grounding the brand's message in an everyday, emotionally relatable setting, making its focus on values and long-term security feel authentic rather than preachy. However, while the narrative is heartfelt and well-crafted, it leans on familiar tropes, which slightly limit its ability to surprise or challenge viewers in a meaningful way.

Pritika Shah, head - marketing, HDFC Life, said, “Parents play a crucial role in shaping their child’s future, both emotionally and financially. In today’s world, children are overexposed to several forms of content, which may, sometimes, also impact their habits and mindsets in a not-so-desirable manner. With our latest campaign, we at HDFC Life are highlighting the key role parents play in influencing their children with the right values and mindset.” She added, “We believe that when families are financially prepared, they are empowered to live with dignity, self-respect and pride; and pass on the legacy of values and financial security to the next generation.”

Vikram Pandey, chief creative officer, Leo - South Asia, added, “Our film brings to life a very poignant insight – often children are easily embarrassed by their parents and their choices, only to recognise the true value of their actions later in life. We hope our film resonates with all parents who want to bring up their children with the right set of values."

The campaign will be active across television, digital platforms, and outdoor media.