P9 Integrated ideates & executes HDFC Standard Life’s new music video

Company Brief

New Delhi, May 11, 2009

HDFC Standard Life unveiled, ‘Sar Utha Ke Jiyo,’ its new music video promoting and propagating ‘Self Respect’, its core brand philosophy. The music video features Shilpa Shetty, film star and co-owner, Rajasthan Royals and the Rajasthan Royals team. The video embodies the team spirit and confidence of Rajasthan Royals.

P9 Integrated (A Division of Percept Ltd) the leading entertainment marketing company partnered with HDFC Standard Life in this unique initiative. P9 has been involved in this project right from conceptualizing of the idea to the final execution of the same.

P9 Integrated always believed in offering their clients innovative marketing solutions through the means of entertainment. P9 Integrated doctored and helped HDFC SL build an IPR through music. The tag line “Sar Utha Ke Jiyo” has today become HDFC SL’s theme song. This music video of HDFC Standard Life featuring Rajasthan Royals is also a perfect example of Branded Entertainment.

The music video has been shot in exquisite locations of South Africa and features Shilpa Shetty, Shane Warne, Yusuf Pathan, Graeme Smith, Ravindra Jadeja, Dimitri Mascarenhas and other players. The video plays HDFC Standard Life’s theme song, ‘Sar Utha Ke Jiyo’ sung by Mohit Chauhan, lyrics penned by Swanand Kirkire, and music composed by Shantanu Moitra.

For further information, please contact:

Percept Profile

Durgesh Goswami

Tel: +91-22-30408800

Email: durgesh@perceptprofile.com