Values Projected in Advertisements

HDFC Standard Life InsuranceRespect Yourself

Subject : Effective Communication

Various Ad CampaignsPension Plan

GRANDSON: "Mere birthday ke liye….pleeease… dadaji… pleeease…”

SON: “ Umm..Babuji.. Binku ne kal jo cycle dekhi thi na.maine socha.. yeh rakh lijiye.Warna Usse

GRANDFATHER: “…Bura lagega?”

SON: “…Ha?”

GRANDFATHER: Binkuuuu…

GRANDSON: Yaaaaaaaaaaaaaaaaaay… Baba

SON: “Babuji… yeh aapne ne… ”

GRANDFATHER: “Rakh lo, warna mujhe bura

lagega.”

Explanation

As we see the above Ad campaign there are three characters

1) Grandfather2) Father &

3) Son

This grandfather is an old retired person who accompanies his grandson to the market, where this grandson of is sees a cycle and demands a same like it. Now the old grandfather may not have the money to buy that cycle for his grandson, therefore after returning from the market the father of the child comes to his father and offers him some money that he can go and buy that cycle from the market for his grandson. But in the meanwhile the grandfather calls the grandson who is riding his cycle out in the garden. The father of the child is shocked that his father had already bought him a cycle, and then his father asks him to keep the money back or he will feel bad.

Therefore Hdfc Standard Life Insurance is the way for a secured old age by which you can be also independent and not dependent on your children

Value Projected

The value shown in this particular campaign is that even at an old age the grandfather is able to serve his grandson without sacrificing his self-esteem and accepting help from his own son

Children’s Plan

Film opens with a girl dressed like Netaji Subhash Chandra Bose performing at her annual school day function…

She is reciting the lines “na sar jhuka hai kabhi, aur na jhukayenge kabhi...

...she forgets the continuing part and apprehensively looks for her father in the audience.

Helping her recollect the lines her father starts acting to which the daughter follows...

...“na sar jhuka hai kabhi, aur na jhukayenge kabhi, jo apne dam pe kare, sach mein...

...zindagi hai wahi.” The audience gives our gentle kid an enthusiastic applause.

VO: Kyun ki bachchon ki tarakki mein basa hai aapka aatmasammaan. Children's plan from...

...HDFC Standard Life Insurance. Last shot of the delighted girl with her loving father and grandfather.

Explanation

There are 2 main characters projected in the above Ad

1) Father &2) Daughter

The daughter is at her annual day function in school who is presenting a show where she is singing something which says as below “...na sar jhuka hai kabhi, aur na jhukayenge kabhi, jo apne dam pe kare, sach mein… zindagi hai wahi”

After reciting the first part she forgets the second part, she continuously looks at her father who gets up and helps her to recollect her lines by acting on it, by which she recollects her part and completes the program.

Therefore it says by Hdfc Standard Life Insurance children’s plan you will be able to give your child the best education and a progressive life

Value Projected

The value projected in this Ad campaign is that your self respect is involved in your child’s education and progress in life which is given to your child by you on providing them the best of education and wonderful life.

HDFC SL

Standing at the railway platform with his family a man welcomes his father

As the old man prepares to get down, the son offers his hand for assistance.

But the father frowns back at him and proudly steps down on his own. Jingle:"Na sar jukha hai kabhi aur...

...na jukhayenge kabhi." But the proud man is repulsed by his wife as he offers to help her get down.

Laughing as they proceed ahead, the young grandchild suddenly falls down

The grandfather is about to rush to his help when the father stops him.

They watch proudly as the boy getsback on his feet. Jingle: "Jo apne dumpe kare, sach mein zindagi hai wahi."

MVO: "We value your self respect as much as your life. HDFC Standard Life Insurance. Respect yourself."

Explanation

There are four characters in this Ad

1) Grandfather2) Grandmother

3) Son

4) Grandson

The grandfather and grandmother arrive at the railway station and their son’s family has come to receive them. The son offers a hand of assistance to his old father to get down but the father does not accept the help and gets down on his own, later the grandfather offers a hand of assistance to his wife who in return frowns at him and is repulsed by his wife and the wife gets down on her own, laughing and giggling the grandson runs and falls down ahead, seeing that the grandfather rushes for his help, but the father of the child stops him and both see the child getting up on his feet with a feeling of self respect.

Therefore here Hdfc says that if you respect your self the world will respect you.

Value Projected

The value projected in this Ad is that our self respect is valued at the place of our life. And Hdfc Standard Life Insurance insures your lifetime self respect.

SUMMERY

In the above all the Ad campaigns are projected with some values such as self-respect, self-esteem, but the main idea of the Ad is secure your future from now.

This term security is of great importance in today’s life; what ever we do or will be doing is in concern with security of it further

Eg:

Security of life

Security of wealth

Security of Job

Security of needs etc

Where ever we see is just security, therefore HDFC has used this term for selling its product by coming out with various Pension Plans, Children’s Plan etc... This grabs the fear inside a human of his future of his children’s future of his family’s future after him.

-------------------------------XXXXXX--------------------------------