HDFC Life has rolled out new campaign conceptualised by Leo Burnett.
The short film highlights how a man is hard to replace in his family’s life, not just as a financial provider but with the role he plays in ensuring that the family becomes independent and lives a life of dignity.
The film tells the story of a father who helps his young daughter realise her dream of becoming a dancer. We see the father get his daughter ready for dance class, take her there and sit as she learns her steps.
Once home, we see him look at a picture of a special amputee leg that he plans on getting for his daughter. When questions are raised about the price of the item, the father assures the mother that the family will be well looked after.
The film continues to show the loving relationship between the father and his daughter. It also shows us how dependent the daughter is on the father as he helps her with dancing accessories. The film builds up to a dance showcase, where the father leaves the daughter to tie her own accessories before her performance. At first she just stands there, accessories in hand but gets it on just as the curtains are raised. Once the show begins, the daughter dances her heart out, bringing the father to tears.
The film ends with the daughter running back into her fathers’ arms.
Sanjay Tripathy, Senior EVP – marketing, products, digital and ecommerce, HDFC Life said, “The 'Sar Utha Ke Jiyo' campaign has historically encouraged people to lead their life with dignity. We felt there was now a need to redefine what living with pride and dignity means to people today. We wanted to bring alive the pivotal role a man plays in empowering his family to be self reliant and live with their heads held high in today's world. The new film communicates this message very well and goes on to substantiate this vital role using the touching narrative about a father instilling enough confidence in his daughter to help live her dream with joy and dignity.”
RajDeepak Das, chief creative officer, Leo Burnett added, “'Sar utha ke jiyo' is a true life lesson every parent teaches their children in their own way. And that is what we did in our story. A simple human and purposeful story, of a father’s way of teaching his daughter to live with pride.”
Ajeeta Bharadwaj, executive planning director, Leo Burnett, said, “Men today are working harder than ever before, but they are not getting the same acknowledgement from their families as they used to. With wives becoming more self-sufficient, men are feeling a bit dispensable. Our aim is to highlight the crucial role a man plays in his family beyond playing the role of a provider. He subtly teaches his family life‟s key lessons such as facing fears, believing in one‟s self, living with dignity and pride among a host of other things. This communication aims to honour such hard-to-replace men.”
Apart from television, this film will be supported by other media such as print, radio, OOH, DTH, cinema with significant focus on the digital and social media.
Client: HDFC Life
Creative agency: Leo Burnett
Client team: Sanjay Tripathy, Prathyusha Agarwal, Pritika Shah and Adhish Zaveri
CCO: Rajdeepak Das
ECD: Vikram Pandey
Creative: Brahmesh Tiwari, Geo Joseph, Amit Thakur, Vinayak Ghadigaonkar, Kiran Talegaonkar
Planning Team: Ajeeta Bharadwaj, Samhita Choudhuri Account Management: Oindrila Roy, Prashant Gopalakrishnan, Sharon Thambi
Production House: Red Ice Films
Director: Vikramaditya Motwane
Executive Producer: Gary Grewal, Vandana Singh
Producer: Richa Lal
Music: Hanif Shaikh