HDFC Standard Life uses music for brand building

HDFC Standard Life has launched a music album 'Sar Utha Ke Jiyo,' in line with its brand proposition. P9 Integrated has partnered HDFC SL to conceptualise and execute the album.

There will be a music video to announce this launch 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 all over the country from October 20, 2008.

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," he added.