By A Correspondent

HDFC Life has announced its 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.

Sanjay Tripathy

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.”

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.

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 and 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.”