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1. CUSTOMERS PERCEPTION TOWARDS HDFC STANDARD LIFE
REVIEW OF LITERATURE
HDFC Standard Life’s new campaign, featuring Rajasthan Royals players - Shane Warne,
Yusuf Pathan, Munaf Patel, Kamran Khan, and Swapnil Asnodkar - promotes and propagates
‘Self Respect’ via its ‘Sar utha ke jiyo’ proposition’. The campaign captures the essence of
self-belief, pride, and confidence through a journey of the life of these players and depicts how
these players have been able to achieve success despite all odds.
The Brief:
Sanjay Tripathy, Executive Vice President and Head - Marketing, HDFC Standard Life,
explained, “Our association with Rajasthan Royals is aimed at bringing to the fore our common
values – self-respect or living life with head held high. The campaign is a natural outcome of
our effort in propagating the values of self-pride, confidence, and self-belief.”
Commenting on the campaign, Rupesh Kashyap, Creative Director, Leo Burnett, said, “When
we started working on this brief, we had not one or two challenges, but almost four challenges.
First challenge was to bring out a personal story or experience about the cricketers, which they
knew it better than anybody. Second challenge was to make them feel comfortable, because
they were going to share their personal story with the world for the first time. Third was to
shoot five individual films within five hours. And the fourth challenge was to make them act.
Wow! We did it and how.”
The Execution:
The primary task for the communication was to extend the brand philosophy of self-respect
and pride (‘Sar utha ke jiyo’) to cricket. The idea came from the observation that some
determined individuals overcome all odds to achieve success. Where others see adversity and
despair, they see a challenge and hope. They strive and they struggle to reach their chosen goal,
and thus, ‘earn’ their pride. Drawing inspiration from such extraordinary people, HDFC
Standard Life exhorts us to ‘Play with pride and live with pride’ (‘Sar utha ke Khelo, Sar utha
ke jiyo).
Final Product:

2. The campaign captures the essence of self-belief, pride, and confidence through a journey of
the life of these players and depicts how these players have been able to achieve success despite
all odds. The video blends the common values (to both HDFC Standard Life and Rajasthan
Royals) – self-respect – with each of the success stories of these players.
HDFC Standard Life’s new campaign takes slice of life instances where the players have
strived against all odds to succeed in their passion to play cricket. Each of them has overcome
all hurdles and challenges that life has thrown at them, but they never gave up hope. They have
always believed in themselves and their ability and arrive at this point of their lives without
depending on anybody else – a true moment of pride. The HDFC Standard Life communica t ion
captures these moments in the players’ lives and salutes this spirit through this campaign.