HDFC Life – The Memory Project, the impact that our lost loved ones have on us

Dentsu Webchutney, the digital agency from Dentsu Aegis Network has joined hands with Homegrown, a contemporary youth culture and lifestyle platform to launch HDFC Life second edition of The Memory Project. At its core, the Memory Project commemorates the impact that our lost loved ones have on us.

The first edition evoked the artistic expression of grief with over 250 people who poured their hearts out and shared their stories. While only 150 invites were sent out, over 340 people arrived at G5a Foundation For Contemporary Culture. The second edition, held at British Council Delhi, saw over 450 people joining, in-spite the pouring rain, to share the stories of their loved ones lost. This overwhelming response created a supportive and positive environment for all those who were grieving the people they had lost. The Memory Project was a safe space for personal healing celebrating people’s unique ways of grieving and gives them an outlet to express their sorrow.

This year, HDFC Life embarked upon the second edition of The Memory Project, emphasizing on the integral values our lost loved ones have left behind.

The aim is to take this culture forward and provide catharsis to people, giving them a creative outlet to share their experiences.

Divya Dutta, Neville Shah, Prabhdeep Singh, Aarifah Rebello and Ankita Chawla are the influencers that took the Memory Project to the next level. Each of them has a rather unique way of telling their story. Whether it is rap or poetry, writing a book or singing a song; each one had their own expression of grief.

Divya Dutta
A well-known actress and the author of ‘Me & Ma’, Divya Dutta explains how her mother’s unconditional love lives on in her memories.

Ankita Chawla
An intricate weaver of words, talks to her father on the things they’ve missed out on because of his untimely departure.

Aarifah Rebello
With the ability to win over crowds with her heartfelt tunes, Aarifah speaks to her lost love and the inspiration he left with her.

Neville Shah
Known for his scathing yet honest opinions in his comedy, tells his late mother everything he wanted to.

Prabhdeep Singh
Recognized as one of the best rappers in the underground scene, Prabhdeep Singh speaks to his friend Abu on how their streets have transformed because of their work.

Nishi Kant, Branch Head and EVP, Dentsu Webchutney- Mumbai said, “Being a creative digital agency, we thrive on positivity and looking at the brighter side. The Memory Project gave us the opportunity to drive optimism through creativity, and this novel combination is what inspired us to go ahead with a second take on The Memory Project.”

Subrat Mohanty, Chief Operating Officer, HDFC Life commented,” The Memory Project occupies a crucial spot in the conversation space that brands don’t openly discuss; ‘life after death’. Values, traits, principles or even personality ticks of loved ones who have left are what’s celebrated here through a rich story telling format. Our sincerity to the core objective has helped develop a community around this initiative. As a life insurer, it’s important for us to participate in the conversation around loss of a loved one so as to offer ourselves as a support structure.”

Varsha Patra, CEO & Co-founder, Homegrown added, “The Memory Project gave us a chance to create a space, a community for people to come together and share stories of loss; share memories and nostalgia. Some of them expressed themselves through beautiful narratives and mediums like dance, poetry, visual art and song. It gave us a chance to celebrate all of this. It was a collective exploration of grief, kindness and caring, and how each one of us experiences it differently. We’d never seen anything like this before. We got to curate something very special, and it’s very close to all our hearts.”

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This Digital Campaign is about:
HDFC Life, The Memory Project, Dentsu Webchutney, Digital agency, Dentsu Aegis Network, Digital Film, Brand Marketing, British Council Delhi