HDFC Life India honors the ‘hard-to-replace’ man in new film campaign via Leo Burnett Mumbai

HDFC Life, India’s leading long term life insurance solutions provider has launched a new brand campaign after a period of five years that highlights how a man is hard to replace in his family’s life not just as a financial provider but for the role he plays in ensuring that the family becomes independent and lives a life of dignity.

As a provider, a man ensures his family’s financial independence during his lifetime and even after. But it is not just money that makes him irreplaceable; it is actually, all those little everyday things he teaches his family that eventually helps them to stand on their own feet. This is what makes the man special. Taking this as a platform to leverage the “Sar utha ke jiyo” story of HDFC Life, Leo Burnett India has created a long format commercial.

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Directed by renowned filmmaker Vikramaditya Motwane, the film narrates a story of a father who helps his young daughter realize her dream of becoming a dancer. It takes the audience through a passage of ups and downs in the child’s life wherein the father works on instilling self-belief and creating strong emotional and physical confidence in his daughter. The film goes on to show how this girl literally stands on her own feet even when the odds are stacked against her and she emerges victorious – all thanks to her father‟s actions that not only made her dream big but led her to achieve it too.

Speaking on the launch, Sanjay Tripathy, Senior EVP – Marketing, Products, Digital & Ecommerce, HDFC Life said, “The ‘Sar Utha Ke Jiyo’ campaign has historically encouraged people to lead their life with dignity. We felt there was now a need to redefine what living with pride and dignity means to people today. We wanted to bring alive the pivotal role a man plays in empowering his family to be self reliant and live with their heads held high in today’s world. The new film communicates this message very well and goes on to substantiate this vital role using the touching narrative about a father instilling enough confidence in his daughter to help live her dream with joy and dignity.”

Commenting on the launch, “RajDeepak Das, Chief Creative Officer, Leo Burnett, “Sar utha ke jiyo” is a true life lesson every parent teaches their children in their own way. And that is what we did in our story. A simple human and purposeful story, of a father‟s way of teaching his daughter to live with pride.”

Ajeeta Bharadwaj, Executive Planning Director, Leo Burnett adds “Men today are working harder than ever before, but they are not getting the same acknowledgement from their families as they used to. With wives becoming more self sufficient, men are feeling a bit dispensable. Our aim is to highlight the crucial role a man plays in his family beyond playing the role of a provider. He subtly teaches his family life’s key lessons such as facing fears, believing in one’s self, living with dignity and pride among a host of other things. This communication aims to honor such ‘hard to replace’ men.”

Hanif Shaikh, an upcoming Bollywood music director has created the awe-inspiring tune that adds a great depth to the father’s emotions towards his daughter. Music plays a vital role in this film in delivering the message of inspiration and pride using very few words.

HDFC Life plans to take its new campaign to the customer through different platforms and intensify the brand experience. Apart from television, this film will be supported by other media such as print, radio, OOH, DTH, cinema with significant focus on the digital and social media.

Creative Credits

Producer: Richa Lal Music: Hanif Shaikh

Client: