Shephali Bhatt
Jan 11, 2012

IDBI Federal Life Insurance promotes 'Childsurance' with new campaign

WATCH the TVC created by Ogilvy & Mather

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

IDBI Federal Life Insurance has come up with a new campaign to promote its child insurance plans. Ogilvy & Mather has handled the creative aspect of the campaign which builds on the tagline, 'Plan jo fail na ho' (the child plan that does not fail).

In the first TVC we see two thieves gearing up to steal from a vault when one of them expresses his apprehensions about breaking the vault. The other thief (also the protagonist) puts his bag down and gets onto the task of getting the vault open. We hear several tools clinking at the same time as the lead thief sets out to open the vault while the other thief watches in amazement. When the lead thief finally manages to open the vault, his partner suggests he could have been an engineer. To this the lead thief chokes up a bit and shares that that was indeed the plan but his father didn't have adequate money to support the education. The TVC ends with a child's voice-over that advises one and all to adopt IDBI Federal Life Insurance's child insurance plan and avoid such instances in their child's life.

Watch the second TVC of this campaign

Commenting on the ad campaign, Kawal Shoor, head, planning, Ogilvy & Mather, stated, “In a world of goody-goody child plan advertising, we wanted to ensure that IDBI Federal’s Childsurance stood out. And there’s nothing like some naked truth, well told, to set you apart in a sea of plastic emotions. Hand-on-heart, many of us have felt, sometimes very often, that had our fathers invested in a particular company stock, or bought that piece of land which was going cheap years ago, we would have been somewhere else. This uncomfortable truth became the cornerstone of our campaign, and the challenge was to do it in such a way, that the campaign acts like a gentle pinch and yet land the key message of - a plan that never fails, powerfully.”

Aneesh Khanna, senior vice president, head - marketing and product management, IDBI Federal Life Insurance, said, “Choosing the right plan is very critical today, given the rising inflation in education costs. Childsurance, with five unique features, can be the strong partner that parents seek to ensure that their children’s dreams come true, rather than see these dreams be compromised. This is captured humorously in our latest ad campaign.”


Client: IDBI Federal Life Insurance Co Ltd
Agency: Ogilvy & Mather
National creative director: Abhijit Avasthi
Creative director: Amitabh Agnihotri, Sameer Sojwal
Production house: Curious Films
Director: Vivek Kakkad
Media Agency: Equinox, part of TLG India


Campaign India

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