HDFC Life comes out with hard-hitting campaign, 'Apno ko apne dum par jeena sikhao'

The new brand campaign, conceptualised and created by Leo Burnett India, underscores the importance of financially empowering our loved ones

e4m by exchange4media Staff
Updated: Feb 11, 2017 8:41 AM
HDFC Life comes out with hard-hitting campaign, 'Apno ko apne dum par jeena sikhao'

HDFC Life, one of India’s largest insurance players, has unveiled yet another impactful multi-media brand campaign. With ‘Apno ko apne dum pe jeena sikhao’ as the proposition for the campaign, the film reinforces the importance of self-reliance along with financial independence.

Over the years, the role of the earning family member has changed immensely; it has transcended the traditional values of just being the person who takes care of household finances. Today’s men also work towards shaping their family’s values, enabling their families to live a life of pride.

Through a moving story of a girl’s journey from being an overprotected daughter to a confident woman thanks to her husband who taught her the values of independence and self-reliance, HDFC Life, once again, reinforces its brand belief – ‘Sar Utha Ke Jiyo!’

Leo Burnett India has conceptualised and created this new campaign.

Speaking about the campaign, Sanjay Tripathy, Senior Executive Vice President and Head - Marketing, Analytics, Digital and E-Commerce, HDFC Life, said, “Over the years, the category has side-stepped the real reason for buying insurance. Through this hard-hitting campaign, we wanted to go back to the basics of why insurance is purchased in the first place; to protect your loved ones and their dreams from untoward uncertainties. HDFC Life has always stood for ‘Sar Utha Ke Jiyo’ – living an independent life of pride. Focusing on the evolution of a woman and her journey to self-reliance, the new brand campaign will further the ‘pride’ proposition which is widely recalled and resonates with our audience.”

Adding more perspective on the campaign, Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia, said, “It’s a story of a young woman’s journey from a dependent daughter to an independent woman. She is able to transform because of her husband’s belief in her. The story has been told from the father’s point of view, and I believe the campaign makes the impact we aimed to make.”

Apart from TV, the film will also be released on DTH, Cinemas, OOH, Digital, Social media and on ground.


Chief Creative Officer, South Asia: Rajdeepak Das

Executive Creative Director: AmanMannan, Pravin Suthar

Art Director: Vijay Kumbhar

Executive Planning Director: Ajeeta Bharadwaj

Brand Planning Director: Amrita Chatterjee

Business Head: Oindrila Roy

Brand Director: Sharon Thambi

Brand Associate: Rhea Amin

Production House: Red Ice Films

Executive Producer: Gary Grewal

Director: Vibhu Puri

Producer: Basabdatta Das Gupta  

Music: Hanif Shaikh


Senior Executive Vice President – Marketing: Sanjay Tripathy

Vice President, Marketing: Pritika Shah

Senior Manager, Marketing: Govind Krishna S.

Deputy Manager, Marketing: Ragini Sabnavis


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Tags Hdfc life