HDFC Life propagates ‘Never Give up Move Forward’ Attitude in its new Media Campaign

Mumbai: HDFC Life, one of India’s leading private life insurance players today unveiled a new advertising campaign featuring the players of Rajasthan Royals to promote and propagate its brand philosophy of ‘Self Respect’. HDFC Life has been associated with Rajasthan Royals for the fourth consecutive year as the Associate Sponsor.

Commenting on the new campaign, Mr. Sanjay Tripathy, Executive Vice President and Head, Marketing and Direct Channels, said, “Our campaign carries a simple yet compelling message. The theme is focused on the spirit of ‘Never Giving Up and Moving Forward to face all challenges”. With the dawn of the new IPL season, the Rajasthan Royals team gears itself to face the battle with pride and passion. The team’s commitment is focused on giving their best to the game. Their attitude is not solely to win or lose, but to constantly play the game for their pride and to perform for the team. In simple terms, they play with pride, self-respect and determination.”

Mr. KV Sridhar, National Creative Director, Leo Burnett, said, “Through this simple ad, we have tried to showcase the significance of HDFC Life’s brand value ‘Sar Utha ke Jiyo’. When a team gets onto the field, full of zeal to perform their best, it doesn’t really matter what would be the result, but to play the game for pride and self-respect.”

HDFC Life plans to drive the core essence of the association through different platforms and intensify the brand experience. It will drive a focused TV campaign on the news genre, followed by the movies segment to derive maximum visibility for the campaign on account of regular news updates on the IPL property. The campaign will be running along with exciting contests across prime multiplexes in India (Fame, Fun, Big Cinemas, Inox and Cinemax).

On digital space, HDFC Life will leverage on the cricket frenzy season and drive users to a very engaging contest on Facebook. The users will not only get a chance to interact with the other cricket fans, but also get an opportunity to win exciting IPL Rajasthan Royals merchandise. The company in partnership with Indiatimes Youtube IPL will roll out a unique HDFC Life Zone to feature the Man of the Match, best batting innings and best bowling innings as the ‘Sar Utha Ke Jiyo’ moments of the day. Through this unique partnership, HDFC Life intends to reach out to millions of consumers across the country.

On onground activation, HDFC Life ‘Game of Pride’, an interesting mall activation drive will be rolled out in two phases across four cities.

Campaign Credits for Rajasthan Royals 2012:

Creative agency – Leo Burnett, Mumbai
Executive Creative Director – Rajesh Mani
Creative Director – Manan Mistry
Copywriter – Rajesh Mani, Akshay Seth and Shatrughan Tripathi
Art Director – Manan Mistry
Production House – Opticus Inc
Director – Sanjay Shetty

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