MAM

HDFC Standard Life gets a brand makeover

MUMBAI: Ten years into existence, private life insurance company HDFC Standard Life has gone for a brand makeover to make it more ‘relevant‘ and ‘connected‘ with today‘s youth.


The company has rebranded itself as ‘HDFC Life‘ and its brand philosophy ‘Sar Utha ke Jiyo‘ has taken a generation leap.
 
In the new three dimensional logo, red stands for vibrancy, youthfulness and exuberance, blue for dependability and financial expertise, and dark red for (vermillion) long life.


Says HDFC Standard Life EVP marketing & direct channels Sanjay Tripathy, "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 behaviour. 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."
 
HDFC Life has also launched a new brand campaign, conceptualised by Leo Burnet, to convey its new identity.


Says Leo Burnet National Creative Director K V Sridhar, "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." 
 
The company‘s new brand campaign is directed by E Niwas. The creative team includes KV Sridhar (Pops), Nitesh Tiwari and Rupesh Kashyap.


Elaborates Leo Burnett ECD Nitesh Tiwari, "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."


Apart from television, the new campaign will be supported by other mediums such as print, radio, OOH, Internet, mobile, and on-ground initiatives.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/23/Neeraj_Bahl-Sidharth_Ghosh_0.jpg?itok=fvid3Fd_
Neeraj (Bunty) Bahl appointed ITW Blitz CEO

NEW DELHI: Neeraj Bahl has been appointed as the chief executive officer of ITW Blitz, the talent management arm of ITW Playworx Media and Entertainment, a part of ITW Consulting, an integrated marketing agency.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/22/Hansa%20Research%20Ashok%20Das.jpg?itok=33nD2_TX
HANSA Research ties up with MSW ARS

MUMBAI: Hansa Research and MSW ARS have announced their partnership by launching their communication measurement services in India. “With this tie-up, we bring a significant range of services to the Indian market, thereby helping clients optimise their multimedia communication from the idea stage...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/22/Navratri.jpg?itok=j19eU9aA
Brands bullish this festive season but not for Navratri

MUMBAI: Marketing mavens are aware that a majority of brand spending in India takes place between August and December every year because of a range of festivals that dot this period. It begins with Raksha Bandhan and chugs ahead with Ganesh Chaturthi and gathers steam in September with Navratri,...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/21/denstu.jpg?itok=xFl58pR4
Dentsu appoints Rahul Sengupta as CCO

Dentsu India, the full-service communication agency from Dentsu Aegis Network, has brought in Rahul Sengupta as the chief creative officer (CCO).

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/21/Untitled-1.jpg?itok=-9drpSTH
The Womb will nurture ASUS' India strategy

MUMBAI: The Womb, an advertising and innovations company, has won the strategy and creative mandate for ASUS India, the Taiwanese leader in technology. The agency is tasked with the communications mandate for both smartphones and laptops business in India. The Womb has initiated work for its...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/21/Mallikarjun%20Das.jpg?itok=9kwe0GUf
Publicis' co Starcom wins Lenskart media duties

MUMBAI: Starcom, a Publicis Media company, has won the media duties of the eyewear retailer Lenskart. Lenskart has growing business that reaches out to over 1, 00,000 customers a month via a combination of a strong online business as well as ‘home check-up' service. As per industry estimates, India...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/20/BBH.jpg?itok=0dIZrEuC
BBH bags creative mandate for Smarton

Smartron has appointed BBH (Bartle Bogle Hegarty) as its creative strategy and advertising agency partner after a multi-agency pitch. The agency’s Delhi office will execute the integrated creative strategy for the brand across media.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/20/iprospect.jpg?itok=vAcx-0hl
Intelligent Content vital for branding: iProspect CEO about new solution

iProspect, Dentsu Aegis Network’s global digital performance agency, has launched Intelligent Content – an offering that links production and performance – in India.

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/20/denstu.jpg?itok=B79FV15-
Dentsu Impact elevates Ramaswamy, to make 'Maruti' a vibrant brand

Dentsu Impact recently restructured its creative department and promoted Anupama Ramaswamy as the national creative director. Ramaswamy has been with Dentsu Impact for over a year now, after joining as the executive creative director.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories