HDFC LIFE SAR UTHA KE JIYO

ABOUT HDFC STANDARD LIFE INSURANCE HDFC STANDARD LIFE INSURANCE COMPANY LTD. IS ONE OF INDIA'S LEADING PRIVATE INSURANCE COMPANIES, WHICH OFFERS A RANGE OF INDIVIDUAL AND GROUP INSURANCE SOLUTIONS. IT IS A JOINT VENTURE BETWEEN HOUSING DEVELOPMENT FINANCE CORPORATION LIMITED (HDFC LTD.), INDIA'S LEADING HOUSING FINANCE INSTITUTION AND A GROUP COMPANY OF THE STANDARD LIFE, UK. HDFC AS ON DECEMBER 31, 2007 HOLDS 72.38 PER CENT OF EQUITY IN THE JOINT VENTURE.

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Standard Life over the years has used marketing as a strategy to differentiate itself in the cluttered category of life insurance and create relevance to the target customer segment through a series of innovative and strategic marketing campaigns and initiatives based on customer insight. Over the last five years, the company has rolled out several marketing campaigns across diverse platforms television, print, radio, OOH, Internet, mobile and experiential marketing initiatives and has successfully built the Sar Utha Ke Jiyo brand positioning across all the campaigns. Sanjay Tripathy, Executive Vice President and Head of Marketing, HDFC Standard Life, said, Our future plan includes building the brand equity further by integrating changing customer needs and connect in all our future initiatives that we launch for the customer; be it for our new products, new services, etc., through the Sar Utha Ke Jiyo platform.

HDFC Standard Life has launched a music album 'Sar Utha Ke Jiyo,' in line with its brand proposition. P9 Integrated has partnered HDFC SL to conceptualise and execute the album. There will be a music video to announce this launch from October 13 onwards. The album has six tracks with two original compositions and four compilations symbolizing 'self respect' and 'self reliance'. The album will be available all over the country from October 20, 2008. Sanjay Tripathy, executive vice president and head- marketing, HDFC Standard Life, said, "We are happy to launch this music album that signifies everything that our brand stands for, through music. Currently, all life insurance brands communicate using generic categories. In a market crowded with claims of a better future, better returns and better protection, HDFC Standard Life has successfully been able to differentiate itself on the basis of its unique communication integrated with 'Sar Utha Ke Jiyo' as the brand idea."

Take your pick the latest Indian Premier Leagues Sar Utha Ke Khelo, Sar Utha Ke Jiyo ad campaign in association with the Rajasthan Royals; or the Kal Ki Socho, Sar Utha Ke Jiyo campaign, which urges people to look at insurance in a new light and get them to do proper financial planning for themselves and their families; the Chanda Mama campaign, which suavely shows a small child aspiring for an expensive profession and subconsciously assumes her dad not being able to support her; the dependable papa idea based around the insight that whatever the childs need may be, she can depend on her father to provide for her; or the Simplelife Plan Big Car ad campaign; the insurer has always promoted messages that are not, for the lack of a better word, shocking. In fact, one would even accuse them of looking more towards developing the insurance sector in their ads rather than plumping in for their brand. Sanjay Tripathi, Executive VP and Head of Marketing, HDFC Standard Life, tells us, The need for life insurance either protection or saving is universal, and thus, there is a tremendous need to increase awareness about life insurance. But thats not to take anything away from one of their campaigns that clearly has moved a lot of minds. Thats the IPL ad campaign; the communication strategy was to convey the brand philosophy through individual stories of players (Shane Warne, Yusuf Pathan, Swapnil Asondkar, Munaf Patel, and Kamran Khan). The campaign celebrates pride and self-respect of individuals who, while others see adversity and despair, see a challenge and hope and strive and struggle to reach their chosen goal against all odds. Creditably, one has to accept that the campaign seems to have integrated cricket and insurance well.

It has also changed the colours in the logo, from green and yellow to blue and red, making it more sharp in terms of visibility. The insurer believes that these moves will help it get rid of the clutter in the logo. The success of this campaign becomes important as the insurer has had a very successful run of the Sir utha ke jiyo campaign, which greatly increased the brand recall of HDFC Standard Life. As the company claims, the rebranding is to be followed with delivery of more value to its customers through an offering of a better range of products. With many players fast ramping-up their product portfolios and marketing strategies in the last 2-3 years in the Indian insurance space, giving more to the Indian consumer become key to ensuring a sustainable growth for HDFC Life in India

HDFC BANK Business Strategy

Increase market share in Indias expanding banking and financial services industry by following a disciplined growth strategy focusing on quality and not on quantity and delivering high quality customer service Leverage our technology platform and open scalable systems to deliver more products to more customers and to control operating costs Maintain current high standards for asset quality through disciplined credit risk management Develop innovative products and services that attract the targeted customers and address inefficiencies in the Indian financial sector Continue to develop products and services that reduce banks cost of funds Focus on high earnings growth with low volatility

HDFC Bank Marketing & Branding Strategy

HDFC is looking at positioning HDFC as a one-stop financial supermarket and the objective of the promos is not just acquisition of new customers, but also looking at creating product awareness, enhancing usage and also providing value-adds to our customers to reward them for their faith and loyalty HDFC plan to send personalized mailers about our various products to all those in contact with during these mass promotions The ATMs are back in the ads now but with a shift from the largest ATM network to the fastest ATM. HDFC ATMs allow the customers to store their favorite transaction and then give quick access to that transaction with a favorite button rather than going thru multiple screens every time and thus helps in 40% faster cash withdrawal. HDFC is communicating this benefit to the customers thru the 40% Faster ATM TVC series

Media-Based Marketing
Direct mailers

Tieups

Media-Based Marketing

SMS

Event based Marketing

earlier campaigns overdosed themselves on older people, the latest campaigns certainly make the company look a lot younger. A significant majority of metro might find the recent campaigns more in line with their lives, as they are more contemporary

'HDFC Standard Life India Spells 2010'. Child Actor Darsheel Safary and Actress Tisca Chopra launched the competition

Value proposition as an Acquisition Strategy Addressing the need gap, HDFC Bank decided to offer international levels of service at a reasonable price. This proposition was relevant to a vast and statistically significant middle-class market. Given the fact that this was what the market was waiting for, it met with great success and helped make acquisition an easier task, as it addressed consumer needs.

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