Top Story

e4m_logo.png

Home >> Advertising >> Article

HDFC Standard Life rebranded as HDFC Life; seeks better youth connect

24-November-2010
Font Size   16
HDFC Standard Life rebranded as HDFC Life; seeks better youth connect

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.

Also read-

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

For their latest campaign ‘Peeoge toh Janoge’ (English translation: you’ll buy it if you taste it), Wagh Bakri and DDB Mudra gave Sakshi a new, rustic avatar.

Dabbawalas send some extra love along with dabbas to working professional across Mumbai

The Diamond Producers Association brings to life another rare moment as part of the ‘Real is Rare. Real is a Diamond' Campaign