HDFC Standard Life, on its 10th anniversary year, has unveiled a new brand identity to create more relevance and connect with today’s youth. The private life insurance company has rebranded itself as HDFC Life. The new identity shares higher synergies with the parent company HDFC Ltd.
Sanjay Tripathy, Executive Vice President, Marketing and Direct Channels, HDFC Standard Life, elaborated, “India is a young nation. Majority of our population is now below the age of 25 and to continue to be successful, it is imperative to be relevant to the changing lifestyles, values and ambitions of the young Indian consumer. Our new corporate identity is in tune with the changing consumer behaviour. It reflects vibrancy and dynamism, uses colours that resonate the ‘new age’ values for life insurance, weeds out irrelevant clutter, and adds more clarity and sharpness to the logo. The new identity shares higher synergies with our parent – HDFC Ltd. Inspired by the form and colours of the HDFC brand, our new logo and brand name – HDFC Life – is a symbol of assurance, protection and pride of a life well lived.”
HDFC Life has launched a new brand campaign to convey its new identity. KV Sridhar, National Creative Director, Leo Burnett, who conceptualised the campaign, said, “Ambition must be rooted in reality. The single largest equity the brand has is ‘Sar utha ke jiyo’, and the challenge to the team was to refresh that emotion and make it contemporary and young.”
Nitesh Tiwari, ECD, Leo Burnett, added here, “Emotions are universal and timeless, but every passing generation interprets them differently. Similarly, self respect is as important to me as it was to my father or even his father, but our ways of demonstrating them are different. And it is this change that we have attempted to capture in the film.”
The new HDFC Life three dimensional logo comes together to create a frame, capturing life’s special moments that can be looked upon with pride and joy. Red stands for vibrancy, youthfulness, exuberance; blue for dependability, financial expertise; and dark red for (vermillion) long life.
The company’s new brand campaign is directed by E Niwas (of ‘Shool’, ‘Love Ke Liye Kuch Bhi Karega’, ‘Dum’, ‘Bardaasht’, ‘My Name is Anthony Gonsalves’ and ‘De Taali’ fame). The creative team includes KV Sridhar (Pops), Nitesh Tiwari and Rupesh Kashyap.
Apart from television, the new campaign will be supported by other mediums such as print, radio, OOH, Internet, mobile, and on-ground initiatives.