The tagline 'Sar utha ke jiyo' (Live with your head held high) belongs to HDFC Standard Life Insurance (now HDFC Life). This campaign emphasized living life with dignity and pride. The other options are major insurance companies but use different taglines - Bajaj Allianz uses 'Jiyo Befikar' (Live carefree), Reliance Life Insurance had different campaigns, and ICICI Prudential uses 'Zindagi ke saath chalta hai' (Goes with life).