Sar Utha Ke Jiyo, A consistent brand thought - and its many manifestations

HDFC Life’s ‘core brand thought’ ‘Sar Utha Ke Jiyo’ lives on, manifesting itself in different ways, even as around 30 per cent of the life insurance brand’s spends have moved to digital, and it continues to invest consistently in properties like the Indian Premier League (Rajasthan Royals) and Spell Bee. The emotional connect delivered by the positioning rooted in ‘self respect’ and ‘dignity’ has paid rich dividends since it was launched in 2005, explains Sanjay Tripathy, EVP and head, marketing and direct channel, HDFC Life, in conversation with Campaign India.