Released on: October 15, 2008, 1:36 am

Press Release Author: HDFC Standard Life

Industry: Financial

Press Release Summary: HDFC Standard life launch new album 'Sar Utha Ke Jiyo', the
album epitomizes 'Self Respect' and 'Self Reliance', as strong virtues to lead life
at one's own terms. The album's six songs comprise of two original compositions and
four compilations symbolizing 'Self Respect' and 'Self Reliance'.

Press Release Body: Mumbai, October 15, 2008: HDFC Standard Life unveiled, 'Sar Utha
Ke Jiyo,' a music album promoting and propagating 'Self Respect' and 'Self
Reliance'. A sleek music video announcing the same will be on air on all major
television channels from October 13 onwards. The album has six tracks with two
original compositions and four compilations symbolizing 'Self Respect' and 'Self
Reliance'. The album will be available in all leading stores all over the country
from October 20, 2008.

Through this innovative marketing initiative, HDFC Standard Life conveys a simple
message - 'Respect Yourself' -- to the quintessential middle class because, from it
emerges the essentials of one's life -- needs, wants, hopes aspirations - that can
be channelised to prudent investments through HDFC Standard Life Products. A value
system that the company wants to embed in everyone's life through this initiative is
that self respect and esteem enables one to live life at one's own terms and without
compromises.

Commenting on the music album launch, Sanjay Tripathy, Executive Vice President and
Head, Marketing, HDFC Standard Life, said, "We are happy to launch this music album
that signifies everything that our brand stands for, through music. Currently, all
life insurance brands communicate using generic categories. In a market crowded with
claims of a better future, better returns and better protection, HDFC Standard Life
has successfully been able to differentiate itself on the basis of its unique
communication integrated with 'Sar Utha Ke Jiyo' as the brand idea. This is what
makes us different and relevant to our target segment. Even the video that will
supplement the album will have 'Sar Utha Ke Jiyo' or 'Self Respect' as the basic
underlying theme".

HDFC Standard Life has been instrumental in reinforcing its brand value 'Sar Utha Ke
Jiyo' in all its communication campaigns. The company has found relevant ways to
touch a chord with consumers across their life stages and link it back to this brand
idea. And extending it to a music album and music video was logical to spread the
message even far and wide. HDFC Standard Life, in all its communications, has always
reiterated to its consumers that they need to invest in insurance plans not because
of fear or profit. They need to invest because each one of us respects one's own
self and each of us wants to live life with one's head held high and at own terms.
The music album has six songs with the title composition "Sar Utha Ke Chalenge Hum"
sung by Mohit Chauhan, lyrics penned by Swanand Kirkire, and music composed by
Shantanu Moitra. This is followed by the song, 'In Baajuo Pein Hain Yakeen,' sung
and composed by Madhuparna and penned by Salil. The other four songs are
compilations of evergreen hits such as Rubaroo from Rang De Basanti, Yeh Honsla from
Dor, Aashayein from Iqbal and Aa Rahan Hoon Main by Bombay Viking.

About HDFC Standard Life:
HDFC Standard Life, one of India's leading private life insurance companies, offers
a range of individual and group insurance solutions. It 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.
HDFC Standard Life continues to have one of the widest reaches among new insurance
companies. The company strengthened its number of offices to over 600 offices across
the country. Through these offices, the company today services customer needs in
over 730 cities and towns. The company also increased its depth in existing markets
by increasing the strength of its Financial Consultants from 1,44,000 as on March
31, 2008 to 1,88,000 as on September 30, 2008
For more information visit http://www.hdfcinsurance.com


Web Site: http://www.hdfcinsurance.com

Contact Details: HDFC Standard Life Insurance Company Limited,
'Trade Star', 2nd floor, 'A' Wing,
Junction of Kondivita and M.V. Road,
Andheri-Kurla Road,
Andheri (East), Mumbai - 400 059.