In 2000, when the sector opened up, HDFC Standard Life was the first private life insurance company to start.
Till 2004, all companies spoke on general category benefits like safety and security. There was no unique brand differentiation.
When HSL conducted a blind test, customers could not differentiate advertising from one brand to another. Life Insurance Corporation (LIC) was the behemoth and first brand in the consideration set when it came to life insurance. The customers also told HSL that ‘dignity’ & ‘self-respect’ were important central points. They did not want either their families or themselves to go to anyone else for support in the future.
HSL was targeting – 25 to 45 years earning males. They called for a pitch.
Sabyasachi Gullu Sen was leading the creative team at Dentsu. For this commercial, he took inspiration from his father based on the insight that insurance meant financial independence in old age. For most people living with ‘khuddari’ (honesty) & self-respect intact was more important than death itself.
The film was released in 2005. It communicated the benefit that insurance as a means for ensuring dignity was important. HSL used the core thought to communicate all products.
The music was by Shantanu Moitra and sung by Kailash Kher.
Sar Utha Ke Jiyo!
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