MAM
Report on Shemaroo

HDFC Life chooses Music to connect with young millennials

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/11/15/hdfc.jpg?itok=g0LOv6lz

MUMBAI: HDFC Life Insurance Company, one of India’s largest private life insurers, launched the second edition of its successful campaign #YoungandResponsible today.

Research conducted by the company on the lifestyle and habits of the younger generation highlighted certain lesser-known facts about the youth, which eventually provided the idea for the campaign. Through this campaign, HDFC Life aims at busting the myth that young millennials are reckless and irresponsible and endeavours to set straight the record on how the youth have been misunderstood over the years. Interestingly, this TG forms a fast growing segment of HDFC Life’s customer base.

In this campaign, HDFC Life speaks to audiences through two new young stars from the field of music. This year’s theme focuses on young individuals who have pursued careers of their choice and are successful in their respective fields. The company has also identified music as the key affinity hook to connect with the generation. Music is known to cut across barriers of age, religion and language, connecting people from all walks of life and is highly popular with youngsters.

HDFC Life has a history of using music as a trusted medium for the brand to connect with its audiences. For this campaign, HDFC Life collaborated with Universal Music to ensure the essence of the brand can be maximized by leveraging on their understanding of music.

The Company has created a song which talks about the young generation – planning, practising and pursuing their dreams with success and pride – re-emphasizing the brand’s motto ‘Sar Utha Ke Jiyo’.

Further they have partnered with two well-known singers –

Arjun Kanungo: With several hits and over 450 million views + steams online, Arjun is one of India’s most recognisable Popstars. Starting his pop career with the breakout hit ‘Baaki Baatein Peene Baad’ with Rapper Badshah, Arjun has gained immense popularity since then. His latest hit single ‘Aaya Na Tu’ with Momina Mustehsan is nearing the 50 million views mark on YouTube.

Jonita Gandhi: A singer known for her songs in Bollywood as well as regional cinema - Tamil, Telugu, etc. (Fame - Breakup song - Ae Dil Hai Mushkil, Gilheriyaan - Dangal, Sacchi Mohobbat - Manmarziyaan, Aahista -Laila Majnu.)

Mr. Pankaj Gupta–Chief Marketing Officer & Head, Strategic Alliances, Bancassurance (ex-HDFC), & Speciality Direct Sales, said: “Our research data clearly shows that the Young Millennial is extremely smart and in fact, better at long term planning for their goals and aspirations, compared to the previous generations. This is contrary to the generic perception. The findings inspired us to challenge the stereotype and launch the #YoungandResponsible campaign last year, which struck a chord with this generation. We aim to reach out to them again through music in this campaign - encourage them to do what their heart desires while raising awareness about financial planning, which will give them the confidence to pursue their dreams and aspirations.”

Mr. Devraj Sanyal, Managing Director & Chief Executive Officer of Universal Music Group & EMI Music, India & South Asia, said “Music is a pulse which connects the youth and HDFC Life effectively uses this as a medium to share their message. It has been an insightful collaboration where we got a chance to understand and share our expertise to create a track which is aspiring to break age old dogmas about the young being reckless.”

The first phase of the campaign will comprise an exclusive song with a music video to reinforce the notion of #YoungAndResponsible. This song covers the journey of the young and celebrates their choices. The core of the song revolves around 'Pride' and magnifies the brand’s tagline - 'Sar Utha Ke Jiyo'. It is a special creation dedicated to the young generation and their undying spirit.

In the second phase, the journeys of Arjun and Jonita who represent the young generation, will be showcased in two separate exclusive videos highlighting the importance of practice, discipline and strong financial planning to reach their goals and attain success. 

This campaign will be seen and heard on digital and music streaming platforms, music channels, radio & cinema.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/21/img_21042021_153715_800_x_800_pixel.jpg?itok=Z45_2cVb
Panasonic India promotes Dinesh Agarwal as Life Solutions' joint MD

NEW DELHI: Panasonic India has unveiled its new Spatial Solution Division, a move to expand the company's strong presence in the smart home solutions market. The Japanese electronics giant has also promoted Dinesh Agarwal as the new joint managing director of Panasonic Life Solutions.  In this new...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/21/img_21042021_140427_800_x_800_pixel.jpg?itok=8nNu0MaV
Madison Media wins 23 new businesses in FY 2020-21

Mumbai: Madison Media has created a record by winning 23 new accounts in a financial year, the agency said in a press statement. Amidst the nationwide lockdown and work-from-home, the new business wins amounted to a billing of $211 million as per Convergence New Business Report published in March...

MAM Media and Advertising AD Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/21/img_21042021_132611_800_x_800_pixel.jpg?itok=tcsOlDNn
Washington Sundar signs on as Anker brand ambassador

MUMBAI: Chinese electronics company Anker has roped in Washington Sundar as its brand ambassador. From now, Sundar will helm all major campaigns for the brand across media platforms. The cricketer is also expected to appear in his first promotional TVC for the brand very soon.  The partnership...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/21/photogrid_plus_1618988966017.jpg?itok=bpTOZqM9
Rashmika Mandanna just can’t get enough of the new McSpicy fried chicken

MUMBAI: Your favourite food is sure to be the one thing you just can’t get enough of! With this as the central theme, McDonald’s India (west and south) has launched a campaign with popular film celebrity Rashmika Mandanna to celebrate the deliciousness of McSpicy Fried Chicken. The brand has...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/21/photogrid_plus_1618986644419.jpg?itok=xHg-vyDM
Carat India appoints Dipika Bhasin as executive vice president

MUMBAI: Dentsu International’s media agency Carat India has brought on Dipika Bhasin as executive vice president. In her new role, Dipika will lead the agency’s north and east offices, drive growth in these regions, and focus on developing and managing Carat's senior client relationship. She will...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/21/satish.jpg?itok=OdMMSnmx
Satish Krishnamurthy is TBWA\India’s new chief strategy officer

MUMBAI: TBWA\India has appointed Satish Krishnamurthy as chief strategy officer, with immediate effect. He takes over from Subramanian Krishnan, who will be transitioning into a part time consulting role with the agency. Before joining TBWA\India, Krishnamurthy was head of strategy at Sideways...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/21/ipl-d11.jpg?itok=NKGNDPkZ
IPL 2021 Brandwagon: Ads that generated buzz

MUMBAI: It's not without reason that cricket is considered a religion in India – nothing can whip up mass fervour like this sport. And what could have proved this better than the opening match of Vivo IPL 2021, which clocked, believe it or not, a colossal 10 billion minutes of viewership on Star...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/20/img_20042021_191824_800_x_800_pixel.jpg?itok=Bh6jZ7FY
Nestle India posts strong Q1 performance, net profit surges 14.6%

NEW DELHI: FMCG major Nestle India posted a strong performance in the opening quarter of 2021, reporting a 14.6 per cent year-on-year growth in its net profit. Beating estimates, its PAT stood at Rs 602 crore, up from Rs 525 crore in the year-ago period. Total sales increased by 8.9 per cent during...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/20/img_20042021_184957_800_x_800_pixel.jpg?itok=WNLwmSJl
Amit Jain named chairperson of MMA India board of directors

MUMBAI: MMA, formerly known as the Mobile Marketing Association, has appointed L’Oréal India managing director Amit Jain as chairperson of its India board of directors. Jain succeeds Priya Nair, who is the executive director – beauty and personal care at Hindustan Unilever. Nair will move into a...

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required