Birla Sun Life Insurance has embarked on a multimedia initiative to engage parents in discussions about their children's future for promoting their Children’s Future Solutions plan. The campaign, developed by JWT, urges parents to understand their child's passions and support them in their quest. For the same, a website Notjobsbutpassion.com has been created by the financial services brand along with Career Launcher, where parents can learn and engage in discussions about the new career opportunities available for their kids. All the communications for this campaign is directed towards the website.
The TV commercials present the audience with a peek into two families which triumphed in finding their child’s passion despite the odds.
Ajay Kakar, chief marketing officer, financial services, Aditya Birla Group, said, “Today’s generation is spoilt for choice with never like before career options to choose from. And this changing world constantly renews a child’s aspirations to try newer things in the process of choosing his/her real passion. Gone are the days when kids would easily give in to the herd mentality and settle down with cliched job options for the rest of their life. Kids today no longer seek jobs but passion.”
Elaborating on the campaign, he said, “Our latest campaign aims at provoking parents and sparking a debate amongst them to help their child take their time in finding their real passion. And, our website is the central element of this campaign that provides consumers with a single window access to address all career related queries pertaining to their young ones. We hope that parents will find this platform useful and use it to the advantage of their kids.”
On the brief for the campaign, Nandita Chalam, vice president and senior creative director, JWT, said, “The brief was that instead of doing a general child insurance plan ad that every other insurance company is doing, we had to base it on some real insight or problem that parents today are facing. Today's children are open to explore the new career opportunities availabe today, while parents are still stuck to the traditional careers that are on offer. Our idea was to start a nationwide debate on this problem.”
The campaign uses a mix of online and mainline (TV, Print, Radio, OOH) media to showcase the real debate that happens in Indian households between the elders and the children – in the choice of their children’s career.
Client: Birla Sun Life
Executive creative director and VP: Tista Sen
Vice president and senior creative director: Nandita Chalam, Samarth Shrivastava, Rajesh Mehta, Rajesh Nair