Birla Sun Life Insurance has rolled out its latest positioning campaign titled ‘Khud ko kar buland’. The film has been conceptualised by Taproot India and will launch on 19 January. The film will have two edits, the seeding for which started on 13 January.
The film tells a story of a father as he deals with the unpredictability of life. His journey begins at the doctor’s office where he is informed of his son’s autism. As the young, single father learns more about the disorder, we see him grapple with learning how to provide his son with the love he needs to grow while at the same time, also managing the family’s finances.
As the boy grows up, the audience is given a glimpse of the dedication of the single father and his bond with his son. They spend all their time together as they eat omelettes and ice-cream.
As the young boys development continues, the father is given the opportunity to put him into a special program, which he takes. Unfortunately, at the same time, the factory in which he works has to be shut down.
Sometime later, the father walks into the house. His son is very upset due to the fact that he is late. To appease his son, the father shows him a new bag (which has been bought for his new program) and a desk plaque the father has gotten for himself as he has started his own business venture.
The film ends with a voice over that says, “Honi ko aap rok nahi sakte. Par honi bhi aap ko kaha roh sakegi. Apno ko, apne sapno ko karo surakshit.” (You can’t control the inevitable, but the inevitable can’t control you either. Protect yourself and your dreams)
Ajay Kakar, chief marketing officer – financial services, Aditya Birla Group (ABFSG), said, “We are very excited as we embark on this new journey as a brand. BSLI through this campaign takes the lead in defining the invaluable role that life insurance can play in all our lives. But going beyond that, we urge mass India to stand tall against adversity. We believe there are two kinds of people in the world – those who succumb to life’s uncertainties, and those who take it in their stride. We must be the only authors of our own life stories -Khud Ko Kar Buland. Nothing can come in the way of those who stand prepared against all odds. Life insurance helps safeguard your family and you from the uncertainties of life. In keeping with our marketing mission across all businesses at ABFSG to be an agent provocateur in low penetration categories, we have gone a step ahead to reposition the fragmented perception of the life insurance category, in the minds of mass India.”
Agnello Dias, chief creative officer, Taproot India, said, “Insurance communication usually harps on how vulnerable we are in the face of destiny. Never about how strong the human spirit can be. By emotionally empowering one to stay resilient in the face of whatever is in store is a bold, powerful stance by BSLI."
Pallavi Chakravarti, senior creative director, Taproot India, said, “Look around. See if you can spot a single person who has never faced uncertainty. It’s a given. We don’t know what form it will take – but if one believes that tomorrow will be better, and acts on that belief by safeguarding one’s dreams, then there is little destiny can do. And that is the stand BSLI has taken.”
Client: Birla Sun Life Insurance
Creative agency: Taproot India
Production house: Ramesh Deo Productions
Director: Abhinay Deo
Producer: Apurba Sen Gupta