Top Story

e4m_logo.png

Home >> Marketing >> Article

HDFC Standard Life seeks to further fortify ‘Sar Utha Ke Jiyo’ platform

19-September-2009
Font Size   16
HDFC Standard Life seeks to further fortify ‘Sar Utha Ke Jiyo’ platform

HDFC Standard Life over the years has used marketing as a strategy to differentiate itself in the cluttered category of life insurance and create relevance to the target customer segment through a series of innovative and strategic marketing campaigns and initiatives based on customer insight.

Over the last five years, the company has rolled out several marketing campaigns across diverse platforms – television, print, radio, OOH, Internet, mobile – and experiential marketing initiatives and has successfully built the ‘Sar Utha Ke Jiyo’ brand positioning across all the campaigns.

Sanjay Tripathy, Executive Vice President and Head of Marketing, HDFC Standard Life, said, “Our future plan includes building the brand equity further by integrating changing customer needs and connect in all our future initiatives that we launch for the customer; be it for our new products, new services, etc., through the ‘Sar Utha Ke Jiyo’ platform.”

Tripathy further said, “The advertising plan is to integrate service excellence in every activity that we do for the customer. Going forward, the insurance category will be more commoditised as seen in mature markets and the brand that creates differentiation and relevance for the customer will be the one that emerges successful.”

“The Indian insurance market is marked by stiff competition, hence the challenge is to create a brand identity, along with enabling customers to identify the best insurance product/ solution that meets their needs. In a nutshell, earning the trust of the consumer, building a distinct brand in a market, ensuring consistent service, and offering the best advice based on customer needs, are the biggest challenges for any brand,” he added.

“We believe that the need for life insurance – either protection or saving – is universal, irrespective of market conditions. Everyone has a need, be it protection of income from unforeseen events, protection from loan liability, planning for future savings requirements, pension requirement, or cover for medical exigencies. Our need based communication has helped build this positioning. Though we may be noticing that customers are deferring their plans to buy policies, they have surely not cut off insurance from this list of purchases as they are well aware of the growing need for insurance in their lives,” Tripathi pointed out.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In an exclusive data shared with e4m, Pan Masala/Zarda/Gutkha had the highest jump of 185 per cent in terms of ad volumes in the first 14 matches

Bose, who has a career spanning over two decades, was DNA’s Editor-in-Chief. He has previously been associated with the India Today Group

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compe...