HDFC Life Taps Abir Chatterjee for East India Campaign on Family Financial Planning

 HDFC Life has rolled out a new region-specific campaign targeted at audiences in West Bengal and Odisha. Featuring popular Bengali actor Abir Chatterjee, the campaign builds on the core message of enjoying the present while securing your family’s future through financial planning.

The brand has been expanding its regional marketing footprint since last year, beginning with successful efforts across the southern states. Encouraged by increased brand awareness and positive reception, HDFC Life is now focusing on the eastern region to deepen its connection with culturally diverse audiences.

In West Bengal and Odisha, recent insights reveal a growing emphasis on lifestyle goals. Families in these regions are increasingly spending on leisure, travel, and cultural events while also seeking stability for their future. The ad film reflects this blend of aspirations and responsibilities, showing Abir Chatterjee engaging in a heartfelt conversation about the importance of planning ahead for one’s family.

Pritika Shah, head of marketing at HDFC Life, shared that the campaign is part of a larger strategy to localize messaging and reflect regional values. She noted that India’s cultural diversity requires a nuanced approach to financial messaging that feels personal and relevant. The East-focused campaign aims to do exactly that by building trust through familiar faces and locally resonant narratives.

Vikram Pandey, chief creative officer at Leo South Asia, emphasized the importance of choosing the right voice for the region. Abir Chatterjee brings both credibility and relatability to the message, making it easier to initiate conversations around responsible financial habits. The goal is not just to promote products but to inspire action that benefits families in the long run.

The campaign will be visible across television, digital platforms, and outdoor advertising, ensuring wide reach among urban and semi-urban audiences in the two key states.

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