Agency Spotlight: Propaganda India Case Study – How HDFC Got 3.5 Lakhs View on Their Youtube Channel

This is part of our Agency Spotlight where we bring forth agencies who are doing kickass work with their clients and helping them achieve their business goals. For this month, we are showcasing Propaganda India. Read more about the agency here.

Brand Name


Agency Name

Propaganda India


HDFC Life is one of India’s leading private Life Insurance companies which provides a bouquet of products that helps its customers secure their future at different life stages.

Most brands introduce tactical campaigns for customer acquisition as well as engagement; but these campaigns have a short shelf life – a month or few weeks.

Our mandate was to create dependable video content that our prospects and customers alike could engage with – primarily revolving around Customer Education. Thus, we developed assets that connect with our audience at different stages in their journey. The HDFC Life custom YouTube brand channel is at core of this exercise.


Video content is by far most engaging and resonating. We decided to design our own custom YouTube channel that looks like just another website but with easy to navigate video content.

This custom channel helps us bucket our video content in relevant and searchable categories, push the latest content on top and give our users freedom to hand pick a video they want to watch without to spend too much time finding it. Video content bucketing also allows us as a brand to push out meaningful, contextual and relevant content.

If its an Insurance related jargon that users needs to understand, they could simply click on the tab “All About Insurance” and get what they are looking for. This custom channel design also allows us to push acquisition through strategically placed and easy to upload web banners. The channel works on a very robust tech platform, allowing easy regular management and updation.

This channel also helps customers connect with us socially and keep engaged with the latest content from our all social media platforms on a single page.


From no presence on YouTube, views on the channel is now at 3.5 Lakhs and growing. With the channel just launched, there are more than 300 subscribers already and more are joining every day. A greater than 100% increase in content shares and time spent on channel has been observed as well. As the channel grows, we expect to reduce call volumes at our call centres and resolve customer queries through easy to understand and easy to access customer service videos.

You can view the channel here.

Here are some of the videos we made: