Tuesday, April 01, 2008

BRAND : HDFC

AGENCY : Dentsu Marcom
BASELINE : Sar Utha Kar Jiyo
DESCRIPTION: A man is playing with his son and the VO says, “Kumar sadan mein khushiyan barsengi hamesha ke liye.” An old man touches his trophy emotionally which he won years ago and the VO says, “Aatmsamman rahega hamesha ke liye, kyunki Vishal Kumar rahe na rahe, Kumar sadan rahega hamesha ke liye.” In the end, his kids come and hug him, while the VO continues, “Home loans insurance plan from HDFC Standard Life, chote premium mein badi suraksha, kisi bhi bank ke home loan par. HDFC Standard Life, Raho sar utha ke.”
4Ps TAKE: HDFC effectively employs emotions & relationships to convey the USP: learn to be independent with HDFC Standard Life. The communication pulls at the heartstrings, & the visuals are moving. The idea is freedom from worry “forever (hamesha ke liye).” ‘Sar utha ke’ the brand’s tagline works very well, straight from HDFC’s heart!

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative


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