SBI Life recently rolled out an ad campaign that captured the attention of Campaign India with its powerful message of hope and inspiration. It capitalised on celebrating the aspirations of a father and its impact on a daughter's future.
The film was produced by Conversation Films. It is narrated by a daughter talking about her father's journey and how he turned his dream into reality. She shares how people taught her father was selfish for following his passions. But the narrator shares that he was doing all this for her future. The film then showcases the father helping the daughter with a project when she was a child. It then cuts to the daughter on stage presenting an even bigger innovation.
The film ends with the daughter sharing that her father taught her that if you have a dream, aim to achieve it.
Azad remarked, “With the SBI film, we have garnered great attention. The film has been rolled out on all the channels and is doing well in the South markets. The campaign is still running and we hope it generates an effective ROI for the brand.”
Talking about the film, Kamlesh shared, “The brief given to us by Abhinav Tripathi was a beautiful idea. The concept was a father doing something to fulfil his dreams so that he can set an example for his daughter. We came up with a treatment that helped us touch an emotional chord amongst the audience as well as the client.”
Kamlesh said that the aim was to make an emotional film with contemporary feel to it.
The campaign ran a 40-second commercial on TV and a 90-second film on digital. The cinematography and storytelling landed the commercial with a long-format digital spot.
“The narrative was beautifully captured because of the collaboration between the director, producer and the creative director. From the ad directors to the DOP's everyone collaborated to get this project done. There was a right balance of brilliance all around. We wanted to bring a humanising aspect to the ad film and we achieved that”, explained Kamlesh.
Credits for the film:
Creative director: Abhinav Tripathi
Production house: Conversation FILMS
Executive producer: Azad Anesh
Director: Kamlesh Soni
Producer: Pooja Moorthy and Preshit Bhagatt
DOP: Sourabh Waghmare
Production designer: Nidhi Rungta
Chief AD: Swati Vishnoi
DA: Roshni Samanta and Shruti Shrivastava
2nd AD: Shavaz
In-house AD: Chinmay Ghosalkar
Casting director: Mukesh Chhabra MCC
Costume stylist: Pratishruti Aggy
Hair and make up: Tanya Gupta
Line producer Mumbai: Kapil Tyagi
Production manager Mumbai: Siddharth Bhandari
Line producer Delhi: Black Panther Productions
In-House production: Naval Yadav
Cast: Mir Salman, Adrija Sinha, Avyana Chhorwani , Gurleen Kaur
Post producer: Parag Walawalkar
Offline: Avro Banerjee
Grade: Naveen Shetty (Nube Studio)
Online: Rajiv Rajagopal (Famous Studio)
CGI: Think Vfx
Music composer: Bann Chakraborty
Sound engineer: Chester Misquitta
Accounts: Vinod Nambiar and Tejal Bhatade
Office help: Akhilesh Gautam