MUMBAI: Private life insurance company, HDFC Life, has unveiled a new campaign featuring Rajasthan Royals players such as Shane Warne, Rahul Dravid, Ross Taylor, Shaun Tait, Ashok Menaria, Faiz Fazal and Abhishek Raut.
The two television commercials have been conceptualised and scripted by Leo Burnett and directed by Sanjay Shetty from Opticus.
The advertising would be on air across major television channels from this week.
The theme of the campaign is ‘to promote and propagate self respect, or living life with head held high’. It also attempts to blend the common values of both HDFC Life and Rajasthan Royals‘ self-pride -- the youngsters redefining self-respect through conviction v/s highly experienced international players.
HDFC Life plans several activities in the coming months along with Rajasthan Royals. Some of them include financial planning sessions for the young players in the Rajasthan Royals team and other on-ground initiatives.
The promotion also attempts to capture the essence of self belief, pride, and conviction by showcasing the team spirit among the highly experienced international players with the fresh but confident young lot.
Said marketing and direct channels EVP and head Sanjay Tripathy, "HDFC Life recently refreshed our brand look with a more youthful approach. Our association with Rajasthan Royals fits perfectly with our Brand communication to draw inspiration from the highly experienced parentage and applying this to redefine Self Respect for today’s youth… Sar Utha Ke Jeena Ka Naya Andaaz. That’s what the new HDFC Life symbolizes. The Rajasthan Royals team this year is a heady mix of youth, experience, emerging talent, innovation and professionalism.”
In this association with the Rajasthan Royals, HDFC Life will reward excellence in the field with the "Sar Utha Ke Jiyo"- Most Valuable Player of the Match award.
The Rajasthan Royals coaching staff along with the team captain, Shane Warne, will select the most valuable player of the day from the Rajasthan Royals team, who will receive this honour along with a cash incentive of $ 1000.
HDFC Life is the principal associate sponsor of Rajasthan Royals for the third consecutive year in the Indian Premier League 2011.
