MUMBAI: It isn’t uncommon for brands to piggyback cinema as the medium with arguably the greatest mass outreach.

HDFC Life is no stranger to this strategy; having co-promoted the franchise Spiderman in 2007 and in 2010, followed it up with an association with the Hindi film, Patiala House. This time round, the brand has gone a step further with in-film placement and theme integration with director Amole Gupte’s upcoming film, Hawaa Hawaai, about the triumph of the human spirit in the face of insurmountable odds.

Through this collaboration, HDFC Life wants to send out the message that strong determination and sound planning (pakka iraada and pakke plans) go a long way in helping you fulfill your personal and financial goals.

Of the association, HDFC Life marketing, product, digital and e-commerce senior EVP and head, Sanjay Tripathy says: “As a brand, HDFC Life has 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 life with their head held high.”

Gupte’s team has gone so far as integrating the line, Sar Utha Ke Jee, in a song from the film to bring out the strong thematic and philosophical connect.

Associating with films is not new for brands across FMCG, banking, financial services, and insurance (BFSI), what with marketers constantly searching for newer and better ways to reach out and connect with customers. HDFC Life has consistently launched marketing campaigns that bring out the relevance of life insurance for consumers.

“Our core brand thought – Sar Utha Ke Jiyo – is about ‘financial independence’ and ‘self respect,' which has always been a core value for all Indians. We stand for and celebrate achievement of every individual’s dreams and aspirations, being triumphant against all odds, and thereby, living life with the head held high,” says Tripathy.