HDFC Life taps cricket fervour

By afaqs! news bureau , afaqs!, New Delhi | In OOH News | April 30, 2012
As a part of an activation, HDFC Life has created a zone designed for playing cricket. The mall activation has been organised across seven cities, promoting the brand philosophy, 'Sar Utha Ke Jiyo'.

HDFC Life has taken the on-ground route to drive home the importance of various life insurance plans and highlight the brand's insight, 'Insurance is a promise that helps consumers live with pride'.

HDFC Game of Pride

HDFC Game of Pride

As a part of the on-ground initiative, it has organised the 'Game of Pride' activation in malls across seven cities, leveraging its association with the Indian Premier League (IPL) franchise Rajasthan Royals in IPL Season 5, and also promoting the brand's philosophy, 'Sar Utha Ke Jiyo'.

As a part of the activation, the brand has created a cricket playing zone in the malls. Customers can walk into the zone and fill up a form to participate in the lucky draw to win match tickets.

A promoter (life coach) at the zone explains the objective of the game and the rules relating it to the life insurance plans. The promoter then explains about the three 'overs' to choose from, which are based on themes such as child plan, protection plan and retirement plan. The participating family nominates a batsman and picks an 'over'. The player wears the Rajasthan Royals jersey while playing the thematic overs. Based on the chosen thematic over, the 'pitch' is prepared, with fielders carrying the 'road blocks' or problems that are faced in real life, such as inflation and rising cost of child's education, to stop the batsman from scoring.

Sanjay Tripathy

Sanjay Tripathy, executive vice-president and head, marketing and direct channels, HDFC Life, says, "The mall activation helps us to connect with the consumer directly and make him understand and plan better in life to avoid obstacles such as high college fees and inflation in the future."

"In India, cricket is not just a game - it is an integral part of a common man's life. With the 'Game of Pride', this game of cricket will be played in the spirit of the brand. We have combined the benefits of life insurance solutions for different need stages into different challenges of the game and created thematic overs, thus offering a real-time experience to the individuals," adds Tripathy.

The activation kicked off from the last week of April and will continue till the end of IPL Season 5. It will be conducted in select malls across seven cities, including Mumbai, Bengaluru, Kolkata, Pune, Jaipur, New Delhi and Chennai.

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