Campaign India Team
Feb 13, 2014

Birla Sun Life promises secure future, without compromise on the present

Watch the ad film conceptualised by Taproot India here

wide player in 16:9 format. Used on article page for Campaign.

Birla Sun Life Insurance (BSLI) has launched a campaign for its ‘Savings with Protection Solutions’ offering, conceptualised by Taproot India.

The film features a man in a middle-class household, bringing down a suitcase from atop a cupboard. Speaking on the phone, he justifies vacations saying they cannot be called ‘fizul kharch’ (unnecessary expenditure). The scene shifts to two women in a car, one of whom is voicing her views against indulging in all sorts of ‘fizul kharch’ - including movies, restaurants and holidays. Back home, the man explains that it is the first foreign holiday since his wedding and hence not ‘fizul kharch’. In the car, the lady corroborates her point by hinting at something that happened during the day. Continuing on the phone, the man reasons that they can afford a foreign vacation as his wife is employed too. It turns out that the lady speaking against unnecessary expenditure is his wife. She walks in just in time to hear this and informs him that she has quit her job. A voice over says, “Aaj ke beech kal ke problems aa gaye toh?” (What if problems of tomorrow interrupt your present?) Her husband reassures her that he has a plan, and invites her to the holiday. The voice over and a super introduce Birla Sun Life Savings with Protection Solution, assuring viewers that they can enjoy the present (paying small premiums) while securing their future. The film ends with the two of them packing the suitcase for their holiday.

Ajay Kakar, chief marketing officer - financial services, Aditya Birla Group, said, “ We live in a rapidly changing times where needs of mass Indians are fast expanding, and  so is our spectrum of solutions. Our Savings with Protection Solution enables you to strike the right balance between living comfortably today and staying financially secure in the future, with small disciplined savings at regular intervals. Through our new TVC we wanted to take this thought to the masses taking inspiration from everyday situations in Indian households.”

Agnello Dias, chief creative officer, Taproot India, said, “Life is what happens to you when you’re busy making other plans. That’s the insight this campaign stems from. It tells the audience that you cannot predict what will get in the way of your plans, but you can prepare for it, in a way that lets you enjoy today and secure tomorrow.”


Client: Birla Sun Life Insurance
Creative agency: Taproot India
Chief creative officers: Agnello Dias, Santosh Padhi
Chief executive officer: Umesh Shrikhande
Creative director: Pallavi Chakravarti
Account management: Priyank Misra, Mithila Sharma
Account planning: Sameer Aasht
Production house: Red Ice Films
Director (film): Shimit Amin
Producers: Gary G, Vandana Singh

Campaign India