MUMBAI: HDFC Standard Life, associate sponsor of Rajasthan Royals in the third season of Indian Premier League (IPL 2010), has unveiled a new campaign.

While Leo Burnett has conceptualised and scripted the campaign, it has been directed by Sanjay Shetty from Opticus.

The new campaign, airing across TV channels from 22 March, features Rajasthan Royal players - Shane Warne, Yusuf Pathan, Munaf Patel, Kamran Khan, and Swapnil Asnodkar.
 
HDFC Standard Life EVP and head marketing Sanjay Tripathi said, "Our association with Rajasthan Royals is aimed at bringing to the fore our common values - self respect or living life with head held high. And the campaign is a natural outcome of our effort in propagating the values of self pride, confidence, and self belief."
 
Additionally, HDFC Standard Life has several activities including financial planning sessions for the young players in the Rajasthan Royals team and on-ground initiatives in the coming months.