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.
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