Campaign India Team
Jan 29, 2015

SBI Life Insurance banks on 'great dad' who believes in securing future of loved ones

Watch the ad film conceptualised by Ogilvy and Mather here

SBI Life Insurance has launched a brand campaign, conceptualised by Ogilvy and Mather, on the theme of ‘Are you a Great Dad?’

The ad film starts off with an army man back from duty waiting longingly outside his child’s school to receive him. The son on seeing his father rushes into his arms. The film continues with the father giving his son a piggyback ride, before the mother interrupts to get the child ready for school. This is followed by the child polishing his shoes, imitating his father’s every action. The ad film finally progresses to show the child about to fall asleep on the sofa while reading a story book. The father gets there just in time to cushion his fall. The narrative explains how ‘great dads’ make sure to take care of their children even in their absence. The film ends with a voice over saying, ‘zindagi haske bitayenge’.

Braj Kishore, head - brand and corporate communication, SBI Life Insurance, said,  “The need of the hour is to get consumers to buy insurance for the right reason, which is protection. Being market leaders, we felt it was important to make people realise that it is not only what they do when they are around that makes them a responsible and great parent but even after they are gone. Buying life insurance can secure the future of their loved ones and ensure that the family is well looked after. Our new campaign sets out to remind people of just that.”

Abhik Santara, senior vice president, O&M Mumbai, commented,  “A lot of insurance brands use fear psychosis to sell their product. We felt it was necessary to communicate the importance of being insured but in a refreshing, relevant and endearing manner. The thoughts running through the mind of the army man are thoughts that every father can relate to. We wanted young fathers to introspect if they were doing enough for the well-being of their family, especially when they are gone.”

Zenobia Pithawalla, executive creative director, O&M Mumbai, added,  ”The creative idea is based on the universal truth, that when it comes to your child you want to be the best parent there is. You are constantly challenging yourself, mentally fighting yourself. This is where SBI Life Insurance comes in and says, ‘how great you were as a parent will be one day decided by your offspring.’ And a great dad makes sure his family is looked after, even after he's gone. When it comes to your kids, little things worry you, then why leave the bigger things to chance."

The integrated campaign starts with the TVC with presence in digital, radio and other mediums.

Credits
Client: SBI Life Insurance
Creative agency: O&M Advertising - Mumbai
Creative team: Rajiv Rao, Zenobia Pithawalla, Mihir Chanchani
Account management: Abhik Santara, Nikhil Mohan, Shruti Bhandari, Piyush Jha
Films: Ryan Williams
Production house: Rising Sun Films
Director: Shoojit Sircar
Producer: Supriya Macwan

Source:
Campaign India

Related Articles

Just Published

15 hours ago

Why HSBC is betting on simplicity to stand out in ...

EXCLUSIVE: HSBC CMO Nicole German on the thinking behind the bank’s first global CIB campaign—live in 20 markets, its biggest marketing investment yet.

16 hours ago

Moves and wins: Week of 22 September

Our weekly roundup of the latest appointments and account wins from Vigor Media, Dentsu Creative Isobar, and many more.

18 hours ago

Devotion and display: The paradox at the heart of ...

In Two Minds: Navratri campaigns in India demand nuance, as brands must decide whether they’re merely borrowing the spotlight or authentically tapping into the nation’s rhythms of devotion.

19 hours ago

Schneider Electric puts its power behind changing ...

With cricket jerseys, AI-powered campaigns and factory automation, it is betting that India can turn electricals from a utility into a lifestyle — and a growth engine.