In a move to spotlight the importance of Cardiopulmonary Resuscitation (CPR) and its life-saving potential, LS Digital, a leading Digital Business Transformation (DBT) company, and HDFC Life, a renowned insurance provider, have collaborated to launch an impactful campaign called ‘The Missing Beat.’ This initiative aims to educate the public on CPR and inspire action, aligning with World Heart Day on September 29, a day dedicated to raising awareness about cardiovascular health.
Cardiac arrest remains one of the top causes of death in India, with over 500,000 lives lost annually. Despite these alarming numbers, CPR awareness in the country remains shockingly low—less than 2% of the population is familiar with the procedure. This lack of knowledge can be the difference between life and death during a medical emergency. To bridge this gap, HDFC Life has taken a significant step by launching ‘The Missing Beat,’ hoping to create a movement that makes India CPR-ready.
At the heart of the campaign is a deeply moving short film that follows four individuals through their personal crises, illustrating how CPR can change the outcome of life-threatening situations. Through its emotionally charged narrative, the film emphasizes the need for quick action during a cardiac emergency, underscoring how learning CPR can save lives.
LS Digital played a pivotal role in crafting the entire campaign, from conceptualizing the story to executing the visual elements. With a focus on authenticity, LS Digital’s team spent months researching real-life incidents and gathering data to accurately depict the impact of cardiac arrest and the critical role of CPR.
Speaking about the campaign, Vishal Subharwal, Chief Marketing Officer and Group Head of Strategy at HDFC Life, stated, “Our philosophy at HDFC Life extends beyond financial protection. It’s also about enabling individuals to make a real difference in moments that matter. ‘The Missing Beat’ is not just a campaign; it’s a call to action. We hope to inspire every Indian to take the initiative and learn CPR, empowering them to save lives.”
Manesh Swamy, Managing Director and Chief Creative Officer of LS Creative at LS Digital, highlighted the company’s commitment to creating socially impactful campaigns. “The idea behind ‘The Missing Beat’ was to create more than just an ad. We wanted to start a movement. Given the recent spike in cases of sudden cardiac arrests, this campaign felt incredibly urgent. It’s not just about raising awareness—it’s about inspiring real action,” Swamy said.
He also shared that the emotional depth of the campaign stemmed from personal experiences and stories gathered during the research phase. “We heard heartbreaking stories from people who had lost loved ones to cardiac arrest, and we knew we had to do something impactful. Every frame of this film was crafted to connect with viewers emotionally, urging them to take CPR seriously,” he added.
‘The Missing Beat’ campaign goes beyond conventional awareness efforts by driving home the importance of immediate action during cardiac arrests. CPR, when administered correctly, can increase the chances of survival exponentially, and LS Digital’s storytelling effectively communicates this life-or-death urgency.
According to Dipshika Ravi, Vice President and Executive Creative Director at LS Digital, the success of the campaign will be measured not by its views but by the lives it helps save. “It took months of research, talking to medical experts and CPR survivors, to ensure we conveyed the importance of this skill effectively. If even one life is saved because of this campaign, we will consider it a success,” she said. The campaign also stresses that CPR training doesn’t require formal certification, making it a skill everyone can—and should—learn.
Nishant Patil, Associate Vice President and Executive Creative Director of Design at LS Digital, reiterated this sentiment, explaining that the film’s four protagonists represent real-life scenarios where timely CPR intervention can be crucial. “We all know someone who has suffered a sudden cardiac arrest, and many of us have felt helpless in those moments. ‘The Missing Beat’ seeks to change that narrative by empowering people with the knowledge to act,” he said.
While the campaign focuses primarily on raising CPR awareness, it also reflects HDFC Life’s ongoing dedication to public health and safety. With over 66 million lives covered and a claim settlement ratio of 99.5% in FY24, HDFC Life is not only a leader in the insurance sector but also a key player in promoting overall well-being through initiatives like this.
In partnership with LS Digital, HDFC Life has once again proven its ability to lead social change, with ‘The Missing Beat’ serving as both a heartwarming narrative and a call to arms. As we approach World Heart Day, this initiative hopes to ignite a nationwide movement where every citizen becomes CPR-ready, capable of stepping up when it matters most.
Directed by Devik Rathod and produced by Boathouse Media, the film is expected to resonate across various platforms, driving home the need for CPR awareness and training. The first phase of the campaign is already gaining traction, with plans to amplify its message across multiple media channels in the coming weeks.
As World Heart Day draws near, ‘The Missing Beat’ stands as a powerful reminder that learning CPR is a simple, yet crucial step toward saving lives. Through this collaboration between LS Digital and HDFC Life, the campaign aims to push CPR awareness far beyond the current 2%, equipping the nation with the knowledge needed to tackle cardiac emergencies head-on.
