HDFC Standard Life Unveils ‘Sar Utha Ke Jiyo,’ a Music Album That Embodies and Propagates ‘Self Respect’
HDFC Standard life launch new album ‘Sar Utha Ke Jiyo,’ the album epitomizes ‘Self Respect’ and ‘Self Reliance,’ as strong virtues to lead life at one’s own terms. The album’s six songs comprise of two original compositions and four compilations symbolizing ‘Self Respect’ and ‘Self Reliance.’
Mumbai, India, October 17, 2008 --(PR.com)-- HDFC Standard Life unveiled, ‘Sar Utha Ke Jiyo,’ a music album promoting and propagating ‘Self Respect’ and ‘Self Reliance’. A sleek music video announcing the same will be on air on all major television channels from October 13 onwards. The album has six tracks with two original compositions and four compilations symbolizing ‘Self Respect’ and ‘Self Reliance’. The album will be available in all leading stores all over the country from October 20, 2008.
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 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 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 will supplement the album will have 'Sar Utha Ke Jiyo' or 'Self Respect' as the basic underlying theme”.
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. HDFC Standard Life, in all its communications, has always reiterated to its consumers that they need to invest in insurance plans not because of fear or profit. They need to invest because each one of us respects one’s own self and each of us wants to live life with one’s head held high and at own terms.
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. This is followed by the song, ‘In Baajuo Pein Hain Yakeen,’ sung and composed by Madhuparna and penned by Salil. The other four songs are compilations of evergreen hits such as Rubaroo from Rang De Basanti, Yeh Honsla from Dor, Aashayein from Iqbal and Aa Rahan Hoon Main by Bombay Viking.
About HDFC Standard Life:
HDFC Standard Life, one of India’s leading private life insurance companies, offers a range of individual and group insurance solutions. It is a joint venture between Housing Development Finance Corporation Limited (HDFC), India’s leading housing finance institution and Standard Life plc, the leading provider of financial services in the United Kingdom.
HDFC Standard Life continues to have one of the widest reaches among new insurance companies. The company strengthened its number of offices to over 600 offices across the country. Through these offices, the company today services customer needs in over 730 cities and towns. The company also increased its depth in existing markets by increasing the strength of its Financial Consultants from 1,44,000 as on March 31, 2008 to 1,88,000 as on September 30, 2008.
For more information visit http://www.hdfcinsurance.com
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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 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 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 will supplement the album will have 'Sar Utha Ke Jiyo' or 'Self Respect' as the basic underlying theme”.
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. HDFC Standard Life, in all its communications, has always reiterated to its consumers that they need to invest in insurance plans not because of fear or profit. They need to invest because each one of us respects one’s own self and each of us wants to live life with one’s head held high and at own terms.
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. This is followed by the song, ‘In Baajuo Pein Hain Yakeen,’ sung and composed by Madhuparna and penned by Salil. The other four songs are compilations of evergreen hits such as Rubaroo from Rang De Basanti, Yeh Honsla from Dor, Aashayein from Iqbal and Aa Rahan Hoon Main by Bombay Viking.
About HDFC Standard Life:
HDFC Standard Life, one of India’s leading private life insurance companies, offers a range of individual and group insurance solutions. It is a joint venture between Housing Development Finance Corporation Limited (HDFC), India’s leading housing finance institution and Standard Life plc, the leading provider of financial services in the United Kingdom.
HDFC Standard Life continues to have one of the widest reaches among new insurance companies. The company strengthened its number of offices to over 600 offices across the country. Through these offices, the company today services customer needs in over 730 cities and towns. The company also increased its depth in existing markets by increasing the strength of its Financial Consultants from 1,44,000 as on March 31, 2008 to 1,88,000 as on September 30, 2008.
For more information visit http://www.hdfcinsurance.com
###
Contact
HDFC Standard Life Insurance Company Limited
Prem Kumar
06751-6666
www.hdfcinsurance.com
Prem Kumar
06751-6666
www.hdfcinsurance.com
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