Through this innovative marketing initiative, HDFC Standard Life conveys a simple message-“Respect Yourself” - to the quintessential middle-class because, from it emerges the essentials of one’s life - needs, wants, hopes and aspirations - that can be channelised to prudent investments through HDFC Standard Life Products. A value system that the company wants to embed in everyone’s life through this initiative is that self-respect and self-esteem enables one to live life at one’s own terms and without compromises.
Commenting on the music album launch, Sanjay Tripathy, Executive Vice-President and Head, Marketing, HDFC Standard Life, said, “We are happy to launch this music album that signifies everything that our brand stands for, through music. Currently, all life insurance brands communicate using generic categories. In a market crowded with claims of a better future, better returns and better protection, HDFC Standard Life has successfully been able to differentiate itself on the basis of its unique communication integrated with Sar Utha Ke Jiyo as the brand idea. This is what makes us different and relevant to our target segment. Even the video that supplements the album has Sar Utha Ke Jiyo as the basic underlying theme.”
HDFC Standard Life, which has reinforced its brand value and extended it now to a music album and music video, has always reiterated to its consumers that they need to invest in insurance plans not because of fear or profit but because each one of us wants to live life with one’s head held high.
P9 Integrated, the leading entertainment marketing company, has partnered HDFC SL in this initiative. P9 has been involved in this project right from conceptualising of the idea to the final execution of the same. Navin Shah, CEO, P9 Integrated says, “We as P9 have always believed in offering our clients innovative marketing solutions through the means of entertainment. It has been an extremely fun-filled and exciting partnership with HDFC SL and together we are looking forward to celebrating the success of this clutter-breaking activity.”
The music album has six songs with the title composition Sar uthaake chalenge hum sung by Mohit Chauhan, with lyrics penned by Swanand Kirkire and music composed by Shantanu Moitra. This is followed by the song, Inn baazuon pe hain yakeen sung and composed by Madhuparna and penned by Salil. The other four songs are hits such as Rubaroo from Rang De Basanti, Yeh haunsla from Dor, Aashayein from Iqbal and Aa raha hoon main by Bombay Vikings.
