Indiantelevision.com Team

(10 October 2008 8:00 pm)

NEW DELHI: HDFC Standard Life Insurance has launched music album ‘Sar utha ke jiyo’, to promote the themes self respect and self reliance.

The music video is slated to go on air on 13 October on all major television channels.

Says HDFC Standard Life Insurance executive vice president and head - marketing Sanjay Tripathy, “We are happy to launch this music album that signifies everything that our brand stands for, through music. Currently, all life insurance brands communicate using generic categories. In a market crowded with claims of a better future, better returns and better protection, HDFC Standard Life has successfully been able to differentiate itself on the basis of its unique communication integrated with ‘Sar utha ke jiyo’ as the brand idea. This is what makes us different and relevant to our target segment. Even the video that will supplement the album will have ‘Sar utha ke jiyo’or 'Self respect' as the basic underlying theme”.

The album has six tracks with two original compositions and four compilations symbolizing self respect and self reliance.

The music video coveys the message ‘Respect yourself’ to the middle class because from it emerges the essentials of one’s life needs, wants, hopes and aspirations that can be channelised to prudent investments through HDFC Standard Life Products.

For the music video, the insurance company has partnered with P9 Integrated.

The album will be available in all leading stores across the country from 20 October.