HDFC Standard Life gets musical with an album

By Khushboo Tanna , afaqs!, Mumbai | In Advertising | October 13, 2008
The album is based on the theme of self respect and self reliance, which is HDFC Standard Life's motto

One & #BANNER1 & # of the marketing strategies employed by brands, even those in the financial services segment, is to associate themselves with youth and youthfulness. HDFC Standard Life has recently followed the same route by launching a music album, 'Sar Utha Ke Jiyo.'

The album is based on the values of self respect and self reliance. It consists of six songs, two of which are original and four are taken from popular Bollywood movies. A music video has also been shot for the title song.

The video shows a man driving around places in India in his jeep. He stops at different points and observes people trying to succeed in their activities. For instance, he passes a badminton court, where the coach is urging a child to get up and try for another serve.

The video has been directed by Shiraz Bhattacharya, who has also directed music videos for Shubha Mudgal and for the popular album, Piya Basanti. It has been shot in various parts of India, including Ladakh, Goa and Kerala, in over 15 days.

Sanjay Tripathy

Navin Shah
Sanjay Tripathy, executive vice-president and head marketing, HDFC Standard Life told afaqs!, "Self respect has been a core quality for all Indians since generations and we believe in the same as well."

P9 Integrated, the entertainment marketing arm of Percept has partnered with HDFC Standard Life in this initiative. It been an integral part of the project and has been instrumental in conceptualizing the idea and was also involved in further stages.

Speaking to afaqs!, Navin Shah, CEO, P9 Integrated shares, "The idea of a music video generated from the belief that a 30-second commercial would not do justice to the strong proposition that HDFC Standard Life carries."

The second original song in the album is 'In Baajuon Pe Hai Yakeen'. The compilations include hits such as 'Rubaroo' from Rang De Basanti and 'Aashayein' from Iqbal.

Tripathy says, "We have taken this initiative to take our brand closer to the customer. Music is very popular; hence, we have taken that route to reach more people. Our tagline 'Sar Utha Ke Jiyo' is very popular and this album will popularize the tagline even more."

This is not the first time that a brand has released a music album. In the past, Brooke Bond had released a music album, 'Taaza ho le' with Sunidhi Chauhan. Also, Head and Shoulders had done a music video recently with their brand ambassador, Kareena Kapoor.

The music video will air on all major TV channels and radio stations from today. The album will be available in stores from October 25.