HDFC Life has released their new advertising campaign which features players from the Rajasthan Royals team. Through the campaign the brand wants to promote and propagate its philosophy of 'Self Respect’. HDFC Life has been associated with Rajasthan Royals for the fourth consecutive year as the Associate Sponsor.
In the film Rahul Dravid, captain of the Rajasthan Royals, is shown giving challenges to his players. He gives Sreesanth a stick to aim at instead of a stump, gives his wicket keeper Sreevats Goswami the task of keeping to Sreesanth and Shaun Tait simultaneously and makes Ajinkya Rahane protect two sets of stumps (six wickets) instead of one. The film ends with all the players shown standing together and looking up as the voiceover says 'Sar Utha Ke Jiyo'.
Commenting on the new campaign, 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.”
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).
For the digital space HDFC Life has created a contest on Facebook. The users will get a chance to interact with the other cricket fans and win IPL Rajasthan Royals merchandise. The company in partnership with Indiatimes Youtube IPL will roll out a 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.
Client: HDFC Life
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