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HDFC Life Enters Into First In-film Association

Associates with ‘Patiala House’ to build stronger connect with customers.

BestMediaInfo Bureau | Delhi | February 14, 2011

HDFC Life, one of India’s leading private Life Insurance Companies today announced its association with “Patiala House”, a movie directed by Nikhil Advani starring Akshay Kumar, Anushka Sharma, Rishi Kapoor and Dimple Kapadia produced by People Tree Films & T-series.

Commenting on this association, Sanjay Tripathy, EVP & Head – Marketing & Direct Channels, HDFC Life said, “We as a brand have always been on the lookout, for new and innovative media opportunities to establish a stronger connect with consumers be it through movies, music, sports, education series, etc. For the first time, we have associated with a mass Hindi movie as we believe that our brand essence ‘Sar Utha Ke Jiyo’ is completely in sync with the plot of Patiala House. Thus, showcasing HDFC Life’s values of always planning ahead so that one can overcome obstacles in life; safeguard one’s future thus achieving success in life.”

Further speaking on the in-film branding strategy Tripathy added, “In-film branding is an effective medium to communicate with masses and a great way of enhancing the image of the brand especially when the brand thought naturally fits in to the core theme of the movie. A movie has a longer shelf life and has involved viewing with a captive audience. Hence any brand message, subtly integrated, tends to have a very good impact.”

The film set with the backdrop of T-20 cricket narrates the journey of a young rising sports star, who accomplishes his dream of playing cricket and winning the T20 cup despite challenges. The protagonist moves beyond traditional family pressure and relives his dream and achieves his ‘self respect’ and brings to the fore the important fact that one can achieve his goals, desires and ambitions, if we are determined and focused. The T20 cup in the movie is called as ‘HDFC Standard Life T20 Cup’ and has the HDFC Standard Life branding.

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