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HDFC Life campaign rides the IPL wave

03-May-2012
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HDFC Life campaign rides the IPL wave

HDFC Life recently unveiled a new advertising campaign featuring the players of Rajasthan Royals to promote and propagate its brand philosophy of 'Self Respect’. This is the fourth consecutive year wherein HDFC Life has associated with Rajasthan Royals as its sponsor.

The creative agency for HDFC Life is Leo Burnett; the digital agency is Interactive Avenues and media agency is Mediaedge: cia India.

Commenting on the new TVC, Sanjay Tripathy, Executive Vice President and Head, Marketing and Direct Channels, HDFC Life said that the 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’.

He explained that the TVC was based on the consumer insight of the need for self respect and financial independence among people. This was discussed with the agency that took it forward.

Tripathy explained that in the new IPL season, the Rajasthan Royals team, captained by Rahul Dravid, is all set to face the battle with pride and passion. “Their attitude is not solely to win or lose, but to constantly play the game and to perform for the team,” he said. In simple terms, they play with pride, self-respect and determination – qualities the brand believes in.

In order to reach out to millions of cricket fans in the country, HDFC Life ad campaign will be supported by brand activation, social platforms and digital media.

KV Sridhar, National Creative Director, Leo Burnett pointed out that through this simple ad, they have tried to showcase the significance of HDFC Life’s brand message ‘Sar Utha ke Jiyo’. He elaborated, “When a team gets onto the field to perform their best, it doesn’t really matter what the result would be, what matters is playing the game with pride and self respect.”

In addition to the TV campaign, prime multiplexes in India will also be used to drive the message.

On the digital space, HDFC Life will drive users to a contest on Facebook. The users will not only get a chance to interact with the other cricket fans, but also get an opportunity to win IPL Rajasthan Royals merchandise.

The company in partnership with Indiatimes, YouTube and IPL will roll out a HDFC Life Zone game that will feature the ‘man of the match’, ‘best batting innings’ and ‘best bowling innings’ as 'Sar Utha Ke Jiyo' spirited moments of the day.

On-ground activation will feature HDFC Life’s ‘Game of Pride’, a mall activation drive rolled across four cities.

Industry speak

The Rajasthan Royals team might be making waves in IPL 5 but industry reaction to this ad campaign is lukewarm.

“It’s a film that sets out to be motivational but ends up doing nothing for me quite honestly. I don’t see any integration of the brand message with the communication except the line ‘Sar Utha Ke Jiyo’,” said Emmanuel Upputuru, National Creative Director, Publicis Capital.



“The TVC does the job in terms of projecting the brand values but at what cost? It doesn’t do anything for me,” said Sagar Mahabaleshwarkar, NCD, Bates 141. For him the crux of the messaging tends to get lost, as everyone is doing such TVCs around IPL.



“HDFC has been doing the same thing now for IPL for the last few years. Sure, it is reinforcing the ‘self respect’ proposition, but it is bit laboured in this particular film. The treatment is not bad though. I preferred the one where Shane Warne delivers the ‘Sar Utha Ke Jiyo’ line in his accented Hindi,” said Robby Mathew, NCD, Interface Communications.

 

To see the TVC, please click here

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