MUMBAI: HDFC Standard Life unveiled its new music video, �Sar Utha Ke Jiyo,' promoting and propagating �Self Respect,' its core brand philosophy. The music video features Shilpa Shetty, film star and co-owner, Rajasthan Royals and the Rajasthan Royals team players.

Commenting on the music video launch, Sanjay Tripathy, Executive Vice President and Head, Marketing, HDFC Standard Life, said, We are happy to launch this music video that signifies everything that our brand stands for. The concept of �Respect Yourself' or Sar Utha Ke Jiyo educates consumers on how the essentials of one's life -- needs, wants, hopes, and aspirations – and can be blended well for prudent investments. This music video disseminates the value of self respect by capturing and aligning the team spirit and confidence of the inaugural Indian Premier League (IPL) Champions, Rajasthan Royals....

Rajasthan Royals epitomises courage, strength and fighting prowess. During the last IPL, though branded as 'underdogs', the players believed in themselves and performed to their potential and eventually emerged as Champions. This spirit is blended with our brand thought 'Sar Utha Ke Jiyo' in the music video, Mr. Tripathy added.

HDFC Standard Life supports the Rajasthan Royals as its associate sponsor and insurance partner for Rajasthan Royals for IPL 2009.

Mr. Raghu Iyer, Chief Marketing Officer, Rajashthan Royals said, We are delighted to be associated with HDFC Standard Life, a brand that has successfully been able to differentiate itself on the basis of its unique communication integrated with 'Sar Utha Ke Jiyo' as the brand idea. We as a team reflect the same set of values and this music video is a collaborative effort to communicate the core Indian value of �self respect' or �Sar Utha Ke Jiyo.'

Shot in exquisite locations in South Africa, the music video features Shilpa Shetty, Shane Warne, Yusuf Pathan, Graeme Smith, Ravindra Jadeja, Dimitri Mascarenhas, et al. The video plays HDFC Standard Life's theme song, �Sar Utha Ke Jiyo' sung by Mohit Chauhan, lyrics penned by Swanand Kirkire, and music composed by Shantanu Moitra. The music video will be on air on all major television channels from May 8, 2009.

The music video is directed by Shiraz Bhattacharya.