India’s HDFC Life has reportedly collaborated with Comic-Con Bengaluru to create comic strips and and a superhero character called Captain Life – to educate young Indians about the importance of insurance.

Captain Life, ‘The hero who protects other superheroes’, is at the centre of the comic strips which have been designed by Indian digital agency, Dentsu Webchutney, reports The Drum.

HDFC Life’s goal with Captain Life was to change the perception of life insurance being exclusively for an older generation so that younger people start thinking about their future and their loved ones financial security.

Vishal Subharwal, SVP, e-commerce and digital marketing, analytics and business insights at HDFC Life, said: “The general misconception among millennials is that insurance is their parent’s domain of financial planning. This couldn’t be further from the truth because life & health insurance covers are absolutely essential for any starter financial plan, especially for the youth.

“To break that mould of thinking we headed over to Comic-Con Bengaluru to introduce the man with the plan; Captain Life. He was the only superhero at the venue with the power to secure a superhero’s loved ones. Through fun comic strips and activities with our very own Cosplay character, we took on this stereotype head-on.”

Nishi Kant, EVP and branch head, Mumbai, of Dentsu Webchutney, commented: “The young and dynamic team at Dentsu Webchutney was determined to make this association a success and within a matter of days turned around a well-integrated offline and online campaign that was truly unconventional in many ways.

“Not just did they plan and manage the offline event, live amplification on digital with a cohesive sustenance plan was also implemented. This activity resulted in a rise in engagement on the brand’s social presence and conclusively positioned HDFC Life as a brand that is truly driven to change the tide of the category.”