Arjun Kanungo and Jonita Gandhi collaborate with HDFC Life for ‘Sar Utha Ke Jiyo’ song.
HDFC Life Insurance Company, one of India’s largest private life insurers, launched the second edition of its successful campaign #YoungandResponsible today.
Famous singer, music producer Arjun Kanungo and singer Jonita Gandhi have teamed up together with HDFC Life Insurance Company for the song, Sar Utha Ke Jiyo, a song that celebrates the spirit of today’s young generation.
Lyrics written by Kunaal Vermaa, the music of the song has been composed by Arjun Kanungo, who has sung as well as featured in the song along with Jonita Gandhi. The music is planned as well as produced by Meghdeep Bose.
They have created a song, which motivates and influences the young generation – planning, practising and pursuing their dreams with success and pride re-emphasizing the brand’s motto ‘Sar Utha Ke Jiyo’.
Speaking about this association, Arjun Kanungo shares, “I truly believe music can alter situations and mould minds. It is amazing how HDFC Life is using music to spread their message and I am sure the track will travel far and beyond.”
Strategic Alliances Bancassurance (ex-HDFC) and Speciality Direct Sales Chief Marketing Officer and Head Pankaj Gupta 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.”
Jonita Gandhi also spoke, “I am delighted to be part of the HDFC Life campaign. The track is peppy and upbeat with a message that is so important in today’s context amongst the millennials.”
HDFC Life has collaborated with Universal Music for this campaign, which will be seen as well as heard on digital and music streaming platforms, music channels, radio and cinema.
Universal Music Group and EMI Music, India and South Asia Managing Director and Chief Executive Officer Devraj Sanyal 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.”
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.
They have 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’
Meanwhile, the first video, Sar Utha Ke Jiyo has indeed come out as a youth anthem and has managed to strike a chord with the young audience. The song is out on the official YouTube handle of HDFC Life.