HDFC Life releases new campaign for the IPL

The TVC titled 'Maidan', shows Dravid, Tait, Warne and Botha amongst other Rajasthan Royals cricketers bringing out the importance of excelling on match days. The voiceover in the film explains that the number of runs scored, the number of wickets taken or the catches caught don't matter. What matters is the performance on the field and the ability to leave the field with their head held high (sar utha ke jiyo).

In the second TVC titled 'Jersey', five young cricketers from the Rajasthan Royals team are shown standing in the front of Dravid, Shane Watson, Shaun Tait and Ross Taylor in the locker room. The senior cricketers then hand over their jerseys to the younger cricketers who are shown to be excited to own their heroes' jerseys. They are then shown wearing those jerseys on the ground but with a tape covering the names of the players behind. Rahul Dravid then notices it and enquires why they've covered the name, to which the junior player respond by saying, “Sir, Aap ki jersey sar aankhon par. Magar hum apna naam kamaayenge apne dum pe!” The film ends with the seniors acknowledging the youngsters’ self- belief. 

Commenting on the new campaign, Sanjay Tripathy, executive vice president and head, marketing and direct channels, said, “HDFC Life recently refreshed our brand look with a more youthful approach. Our association with Rajasthan Royals fits perfectly with our brand communication to draw inspiration from the highly experienced parentage and applying this to redefine self respect for today’s youth. ‘Sar Utha Ke Jeena Ka Naya Andaaz’; That’s what the new HDFC Life symbolises.” The films are directed by Sanjay Shetty.

Credits

Creative agency: Leo Burnett, Mumbai

National creative director: KV Sridhar

Creative director: Rupesh Kashyap

Copywriter: Rupesh Kashyap and Piyush Gupta

Production house: Opticus Inc

Director: Sanjay Shetty

Producer: Vishal Kharat