HDFC Life chooses Music to connect with young millennials
HDFC Life Insurance Company launched the second edition of its successful campaign #YoungandResponsible.
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.