Birla Sun Life Insurance has rolled out a new film under its 'Khud ko kar buland' umbrella.
This film is set in a hospital ward, where an old man who has just undergone a bypass surgery is resting. His boss pays him a visit. While the patient is concerned about his boss' flight ticket, and his replacement, the boss is concerned about his PA's health and asks when he will return to work. When the recuperating man's wife tells him that the doctors have told him not to work, he reassures his assistant and offers the position to his son, who is nearby. The PA proudly reveals that it won't be necessary, as his son is on his way to the UK to do his MBA. As the boss congratulates the young man, his assistant proudly adds that his son won't have to learn to fix appointments, but giving them. As laughter spreads around the group, a voice over says, 'Honi ko aap rok nahin sakthe; aur honi bhi aap ko kahan rok sakegi. Apnon ko, apne sapnon ko kar lo surakshit' (You can’t control the inevitable, but the inevitable can’t control you either. Protect your loved ones and your dreams.)
The film ends with the brand underlining its 'Khud ko kar buland' message.
Ajay Kakar, chief marketing officer – financial services, Aditya Birla Group, said, “Despite the investments and efforts of an entire industry, the life insurance consumer yet does not have an answer to his question, 'What role do you play in my life?'. At BSLI we are committed spending to the spirit of 'Khud Ko Kar Buland' and encouraging our audiences to take control of their fate. And live their life with financial security. This film is another investment towards that end.”
Agnello Dias, chief creative officer, Taproot India, said, "For some time now, the Birla Sun Life Insurance brand has celebrated human spirit of taking on all the odds that life throws at you. This film is another inspirational story of an everyday hero who pushes back at fate even when the going gets tough."
Pallavi Chakravarti, senior creative director, Taproot India, added, “Through the platform of 'Khud Ko Kar Buland' Birla Sun Life Insurance has sent out a simple message: Destiny can only do so much, when an individual is prepared. This film carries the campaign thought forward through the story of a man who surprised both, his employer and fate, when life threw an unexpected turn his way.”
The film went live on social media on 11 February 2016.
Client: Aditya Birla Group – Financial Services
Brand: Birla Sun Life Insurance
Creative agency: Taproot Dentsu India
Chief creative officers: Agnello Dias and Santosh Padhi
CEO: Umesh Shrikande
Senior CD: Pallava Chakravarti
Senior copywriter: Apoorva Jain
GM: Ayesha Ghosh
Account director: Priyank Misra
(Updated at 5 pm on 15 February to include comments and credits.)