Angry babies make parents happy!

IDBI Federal Life Insurance’s unique crowd-sourcing idea draws huge response

For once Mumbai-based Maliks are not worried that their 3-year-old son Hridhan looks angry. Same is the case with the Sharmas from Delhi and the Roys from Kolkata.
Not just these three, many parents are jumping with glee to see their babies’ angry faces! The reason — the Cutest Angry Baby Hunt launched by IDBI Federal Life Insurance.

After the highly successful outdoor campaign, the company organised photo-shoots across various malls in Mumbai, Delhi and Kolkata as part of the next phase. Kids up to 5 years of age were invited to show their best angry expressions and get an opportunity to feature in the company’s next outdoor campaign. A national hunt was also launched using the microsite cutestangrybaby.com allowing parents to submit their children’s cutest angry photographs for consideration.
The drive saw a huge turnout of parents across the 3 metros and received equally high number of entries online. Over 2,500 photographs were collected in a span of 15 days with the toddlers doing their best to give some of their best angry faces.

Professional  photographer  Parag  Savla  was  invited  to  make  the  final selection for the company’s next outdoor campaign. Over 200 hoarding across 10 cities will now display photos collected through this hunt. This is the first time a company has launched such a personalised campaign identifying names of real kids and their parents, turning the children into mini-celebrities overnight.

Mr Aneesh Khanna, Chief Marketing & Strategy Officer, IDBI Federal Life Insurance, says, “We received a lot of positive feedback through the course of our outdoor campaign. The idea of an angry baby is very cute and every parent has many stories of their little one’s anger. We thought it would be great to involve parents and kids through this campaign. Moreover, the idea of angry baby lends itself to multiple thought-provoking conversations about systematic planning for the children’s future. Inviting the wrath of your teenage kids because of lack of financial planning is a harsh reality that parents face today. From that perspective, our angry baby idea and this activation allowed us to engage with parents on a serious matter through humour. The best part about the whole exercise is that it drew parents to the brand without us having to convince them. We are just as excited as these parents about seeing this idea bloom so well. The virality should help us build conversations on planning for a bright future for the kids early-on.”

This  is  the second phase of the Childsurance campaign, which spans across 90 cities. The underlined message remains that children will not look this cute  when they turn 18 and their dreams remain unfulfilled because of lack of financial planning. This  is the first time that a brand has chosen to engage audiences in such a  personalised  manner.  Earlier,  the brand ran a high-visibility outdoor campaign  based  on the idea of angry babies, conceptualised by O&M. Social Street managed the entire outdoor execution and also handled the Cutest Angry Baby Hunt mall activity for the company. Social Kinnect handled the digital leg of this campaign.

Mrs Aanchal Malik,  mother of 3-year-old Hridhan whose photograph was selected for  the  campaign in Mumbai, says “We are extremely happy to see Hridhan’s photograph on hoardings across the city. We received so many congratulatory calls  and  messages. We are glad that IDBI Federal Life Insurance actually came  up  with  such a unique concept. The best part is that it stresses on the importance  of financial planning for our children and to secure their future using Children’s solutions.”