HDFC Standard Life takes to music for better communication

HDFC Standard Life has unveiled ‘Sar Utha Ke Jiyo,’ a music album promoting and propagating ‘Self Respect’ and ‘Self Reliance’. A music video announcing the same would be on air on all major television channels from October 13 onwards. The album will be available in all leading stores across the country from October 20.

Through this innovative marketing initiative, HDFC Standard Life seeks to convey a simple message – ‘Respect Yourself’ – to the quintessential middle class because from it emerges the essentials of one’s life that could 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 esteem enables one to live life at one’s own terms and without compromises.

Speaking 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.”

HDFC Standard Life has been instrumental in reinforcing its brand value – ‘Sar Utha Ke Jiyo’ – in all its communication campaigns. The company has found relevant ways to touch a chord with consumers across their life stages and link it back to this brand idea. And extending it to a music album and music video was logical to spread the message even far and wide, stated the company in an official release.

P9 Integrated has partnered HDFC Standard Life in this initiative and has been involved in this project right from conceptualising the idea to it final execution.

Navin Shah, CEO, P9 Integrated, commented, “At P9, we believe in offering our clients’ innovative marketing solutions through the means of entertainment. It has been an extremely fun filled and exciting partnership with HDFC Standard Life 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 Utha Ke Chalenge Hum’ sung by Mohit Chauhan, lyrics penned by Swanand Kirkire, and music composed by Shantanu Moitra. The album also features songs by Madhuparna and cover versions of some popular Bollywood numbers by Bombay Vikings.