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Company : HDFC Life 
Monday, May 5, 2014 2:29PM IST (8:59AM GMT)
HDFC Life Associates with Hindi Film ‘Hawaa Hawaai’ to Celebrate Triumph of Human Spirit and Strong Will
Mumbai, Maharashtra, India

Finds a strong thematic connect in the anthem- Sar Utha Ke jee

The song written by Amole Gupte lent itself very well to the values of HDFC Life and forged an association with the film

HDFC Life, India’s leading long term private life insurance solutions provider has announced association with Hindi film ‘Hawaa Hawaai’ directed by Amole Gupte and presented by Fox Star Studios, for in film placement and theme integration. The film features popular young star Saqib Saleem along with national award winner child actor Partho Gupte.
Speaking on the association, Sanjay Tripathy, Senior Executive Vice President and Head, Marketing, Products, Digital & E-Commerce, HDFC Life said, “Amole Gupte's films always touch the emotional chord with a strong social message. Hawaa Hawaai is another thoughtful film from his stable. It’s about the triumph of human spirit and of strong will and determination (pakka iraada). As a brand, we have always propagated ‘Independence and Self respect’ or ‘Sar Utha Ke Jiyo,’ as a way of life and the film’s core message is a perfect fit with our brand philosophy. Through this film, we are celebrating people who help fulfill others' dreams through their efforts and live their life with head held high. Both the protagonists of Hawaa Hawaai are the kind of people we celebrate as a brand. Arjun, the protagonist, lives his own dreams through his determination, whereas his coach Lucky is determined to enable him to achieve those dreams.”

By associating with Hawaa Hawaai, we are sending out our brand message that if you have strong determination and sound planning (pakka iraada and pakke plans), you will always fulfill your dreams, be it your personal or financial goals.  Apart from the in film brand placement, the song Sar Utha Ke Jee fits perfectly with our brand philosophy,” added Mr. Tripathy.
HDFC Life has been associated with films in the past. In 2007, the company co-promoted the movie Spiderman. In 2010, HDFC Life associated with Patiala House, a family drama/sports film for in- film placement. This film was about a sports person’s determination and struggle to fulfill his dreams.  With Hawaa Hawai, the company has moved a step further with in film placement and thematic integration.
“The song 'Sar Utha Ke Jee' captures the essence of the film. It talks about the integrity of the protagonists and their flight towards achieving their dreams. We were happy to work with HDFC Life as it merged very well with the theme of HDFC Life and there was a ready philosophical connect”, said Amole Gupte, Writer, Producer and Director.
Vijay Singh, CEO, Fox Star Studio said, “Hawaa Hawaai is a celebration of the dream chasers among us and stems from the idea that the will and sheer passion of human spirit can achieve everything. We are glad to partner with HDFC Life, as the brand resonates with the core of the film, which is to celebrate dreamers & believers—those who dream and those who help others fulfil their dreams. Together, we are happy to bring to the audiences a film that is a breezy, inspiring summer entertainer that will tug at the heart.”
About HDFC Life

Established in 2000, HDFC Life is India’s leading long-term life insurance solutions provider offering a range of individual and group insurance solutions that meet various customer needs such as Protection, Pension, Savings, Investment, and Health. The company also offers Women’s Plans to meet specific needs of women. Customers have the added advantage of customizing plans, by adding optional benefits called riders, at a nominal price. The company currently has 23 retail and 8 group products in its portfolio, along with 9 riders.

HDFC Life continues to have the widest reach with about 500 branches in India touching customers in over 900 cities and towns. The company has also established a liaison office in Dubai. The company has a strong presence in its existing markets with a strong base of Financial Consultants. HDFC Life is a joint venture between Housing Development Finance Corporation Limited (HDFC), India’s leading housing finance institution and Standard Life plc, the leading provider of financial services in the United Kingdom.

For more information, please visit our website, www.hdfclife.com. You may also connect with us on Facebook, Twitter, Youtube, LinkedIn, Blog and Google+.
About Fox Star Studios
Fox STAR Studios is a joint venture between 20th Century Fox Film, one of the world’s largest producers and distributors of motion pictures and STAR, India’s leading media and entertainment company. Working together with Fox International Productions, (the international film production arm of 20th Century Fox Film), Fox STAR Studios produces Hindi and Regional language films through acquisitions, co-productions and in-house productions for worldwide distribution.
Combining the production and distribution capabilities of 20th Century Fox Film and the local expertise and market strength of STAR, Fox Star Studios is the youngest studio to have emerged as one of the major players in the India market since its inception in 2008. With its wide ranging activities spanning across development, production, marketing and distribution, Fox Star Studios aims to deliver films which are mass entertainers and also support high concept themes that resonate with audiences across the globe, seeking diverse content with world class production.

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Media Contact Details
Supriya Saxena Negi, HDFC Life, +91 (22) 67516324, supriyasaxena@hdfclife.com
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