Adgully Exclusive | HDFC Standard Life wears new attire changes to HDFC Life!

HDFC Standard Life on its tenth anniversary year has changed the company brand's philosophy to HDFC Life after many successful years in the Indian life insurance industry. "Sar Utha ke Jiyo' takes a generation leap and it rebrands itself as "HDFC Life'. This was done to create more relevance with their customers and connect better with today's youth.

Sanjay Tripathy, Executive Vice President, Marketing & Direct Channels, HDFC Standard Life said, "India is a young nation. Majority of our population is now below the age of 25 and to continue to be successful, it is imperative to be relevant to the changing lifestyles, values and ambitions of the young Indian consumer. Our new corporate identity is in tune with the changing consumer behavior. It reflects vibrancy and dynamism, uses colours that resonate the "new age' values for life insurance, weeds out irrelevant clutter, and adds more clarity and sharpness to the logo. The new identity shares higher synergies with our parent ' HDFC Ltd. Inspired by the form and colours of the HDFC brand, our new logo and brand name ' HDFC Life - is a symbol of assurance, protection and pride of a life well lived."

Talking exclusively to Adgully, he also added, "We ran a campaign for our employees in the company, it showcased why they are important to the company, because whatever they do, they are contributing to the company. And during this celebration we linked our brand new identity, our journey so far, our thoughts ahead, achievements, customer centric, the company's way forward. We are doing this in 30 locations and inviting our employees for this. By the end of this month, we will complete this, explaining to them what has changed and what is the new thought process so that they can communicate to the customers better."

"What is more important is the campaign for our employees and business partners, this is the biggest ever. Externally we are doing a TV led campaign. The logo change is not highlighted in the internet medium but there are plans to target this medium as the campaign proceeds," he further added.

Talking about how the branding is aimed at the youth, he told Adgully, "What we perceive is that average age of the customer is going to be much more younger. In a life span, the customer buys three to four policies. If we catch the customer young, then we have a better brand loyalty and he stays invested. Our idea is that people should buy for the right reason."

The three dimensional logo comes together to create a frame, capturing life's special moments that can be looked upon with pride and joy and lends well to a memorable look and feel. Red stands for vibrancy, youthfulness, exuberance, Blue for dependability, financial expertise, and dark red for (vermillion) long life.

HDFC Life has launched a new brand campaign to convey its new identity. K V Sridhar, National Creative Director, Leo Burnet, who have conceptualized the campaign said, "Ambition must be rooted in reality. The single largest equity the brand has is, "sar utha ke jiyo' and the challenge to the team was to refresh that emotion and make it contemporary and young."

Nitesh Tiwari, ECD, Leo Burnett elaborates, "Emotions are universal and timeless but every passing generation interprets them differently. Similarly, self respect is as important to me as it was to my father or even his father but our ways of demonstrating them are different. And it is this change that we have attempted to capture in the film."

The company's new brand campaign is directed by E Niwas (of Shool, Love Ke Liye Kuch Bhi Karega, Dum, Bardaasht, My Name is Anthony Gonsalves & De Taali fame). The creative team includes K. V. Sridhar (Pops), Nitesh Tiwari and Rupesh Kashyap.

Apart from television, the new campaign will be supported by other mediums such as print, radio, OOH, Internet, mobile, and on-ground initiatives. | By Janees Antoo [janees(at)adgully.com]