HDFC Life Launches ‘The Missing Beat - Second Chance’ Campaign

After the success of the first phase of The Missing Beat, a campaign designed to raise public awareness about Cardiopulmonary Resuscitation (CPR), HDFC Life has launched the next phase, titled Second Chance.

The first digital film of The Missing Beat generated impressive results, reaching over 25.4 million views, 46 million impressions, and more than 124,000 visits, demonstrating high audience engagement with a crucial topic—CPR. With Second Chance, HDFC Life advances the conversation by using storytelling to make CPR awareness more relatable.

In Second Chance, viewers follow the journey of a corporate employee who experiences a sudden cardiac arrest during an office event. The film captures his reflections on key moments in his life—dreams he has yet to fulfil, milestones he wishes to achieve, and promises made to his family.

The campaign aims to deepen public awareness about CPR, emphasising the need for individuals to be prepared in every way. It sends the important message that being equipped to save a life and protecting loved ones financially are dual responsibilities everyone should take seriously.

Vishal Subharwal, Group Head Strategy & CMO at HDFC Life, said, "The first phase of our campaign received a phenomenal response, motivating us to take a step further by exploring the personal impact on an individual whose dreams could remain unfulfilled without CPR intervention. In this phase, we see the protagonist in an ethereal realm during his cardiac arrest, glimpsing the future he had planned—his aspirations, milestones, and promises made to loved ones."

"Every individual has dreams, and to pursue them, one must be prepared in every way—by saving a life in a critical moment and by protecting loved ones financially. Our hope is that this campaign inspires people to take CPR training seriously and to contribute to the noble cause of saving lives," Subharwal added.

Manesh Swamy, Director & Chief Creative Officer – LS Creative at LS Digital, added, "This campaign goes beyond the statistics, bringing to life the emotional reality of a cardiac emergency. We aim to connect with audiences on a personal level, underscoring the value of CPR and the peace of mind life insurance provides. Through this story, we are committed to making India CPR-ready and financially secure."

Cardiac arrest remains a growing crisis in India, with around 500,000 to 600,000 lives lost each year. The awareness of CPR remains critically low, with fewer than 2% of the population trained in this life-saving skill.

In fiscal year 2024, HDFC Life provided coverage to 66 million lives and achieved a 99.5% claim settlement ratio for individual claims, reflecting its commitment to policyholders and their families.