HDFC Life's new campaign strikes an emotional chord

The digital-first ad brings alive the pivotal role a man plays in empowering his family to live "Apne dum pe, Sar Uthake"

e4m by Ankur Singh
Updated: Feb 4, 2015 8:42 AM
HDFC Life's new campaign strikes an emotional chord

HDFC Life, a long term life insurance solutions provider, has launched a new brand campaign after a period of five years that highlights how a man is hard to replace in his family’s life not just as a financial provider but for the role he plays in ensuring that the family becomes independent and lives a life of dignity.


Directed by filmmaker Vikramaditya Motwane, the film narrates a story of a father who helps his young daughter realize her dream of becoming a dancer. It takes the audience through a passage of ups and downs in the child’s life wherein the father works on instilling self-belief and creating strong emotional and physical confidence in his daughter. The film goes on to show how this girl literally stands on her own feet even when the odds are stacked against her and she emerges victorious - all thanks to her father’s actions that not only made her dream big but led her to achieve it too.

Watch the video here:

The campaign

In an exclusive interaction with exchange4media, Sanjay Tripathy, Senior EVP – Marketing, Products, Digital & Ecommerce, HDFC Life said, “It is about telling a compelling story to the target segment, and holding them in that period. We have always been path-breaking in our category. The mediums, and how the consumer consumes the medium has changed a lot today.  As an industry, we are moving from interruption to content. Telling compelling stories is the biggest challenge that the industry faces today. Products in the insurance space are very similar. How we differentiate with other brands is that we have a stronger category, and brand connect. We were the first ones in the insurance space to begin emotional ad campaigns. We have consistently carried the motto “sar utha ke jiyo” through our campaigns over the past 10 years.

“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,” Tripathy said.

HDFC Life plans to take its new campaign to the customer through different platforms and intensify the brand experience. 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.

Makers speak

Commenting on the launch, Raj Deepak Das, Chief Creative Officer, Leo Burnett, “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 added, “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 financial 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 honor such ‘hard to replace’ men.”

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