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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.

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