In the BFSI sector where trust and friendliness plays a vital role in brand image, HDFC Life has, once again, managed to cut down the ‘boring’ and ‘difficult to approach’ image that insurance brands always carry. It is gradually positioning itself as a more ‘friendly’ and ‘easy to connect’ kind of brand by hosting live standup comedy on Twitter with professional comedians. While the first phase last year set the stage for the insurance brand, the second phase is successfully establishing a stronger hold on the brand objective, to be a friendly brand.Well themed around ‘Insane Investments’ with a live stand up comedy act at its core, the second phase of HDFC Life’s #StandUpOnTwitter has been creating the right amount of buzz on social media. The hilarious user responses and the campaign hashtag trending on Twitter India trends tells us the start on social has been a positive one.

Strategy used by HDFC Life

HDFC Life launched the second phase of its stand-up comedy campaign on Twitter – ‘#StandUpOnTwitter’ where the agenda was comedy. The insurance brand in association with funny trio – Azeem Banatwalla, Karunesh Talwar and Kunal Kamra hosted a live stand up comedy act on Twitter on Friday, the 9th of January 2015. The theme for the comedy act was set as ‘Insane Investments’.The brand started building up buzz from the start of the week, using its social media properties on Facebook and Twitter. Short teaser videos were shared on the brand’s Facebook and Twitter pages to generate curiosity. These teaser videos revealed day by day provided a glimpse into the humour quotient in the stand up act. It was unique and tremendously catchy indeed.


  • 20k tweets received over the one week.
  • 10k tweets received on Friday 9th Jan, the day of the live comedy act itself.
  • #StandUpOnTwitter trended on Twitter India for entire day, more than 4 hours at 1st position.
  • Highest rate of engagement on 9th Jan due to the live streaming.
  • #StandUpOnTwitter videos received 2 lakh + views on YouTube (and Facebook as well).

Image Credits : Twitter, slideshare, lighthouseinsights