Father's Day campaign #AapkiHealthMereLiye receives tremendous success
Future Generali India Life Insurance’s latest digital campaign #AapkiHealthMereLiye released on account of Father’s Day last week, has garnered a tremendous response making the initiative a huge success. The video released on social media platforms was considered as one of the best videos released on the special day while reaching out to 17 million people. With #PromiseToMyChild, fathers across the country pledged a vow of health to their children as a part of the campaign. AdLift, a global digital marketing agency was appointed by FGILI to handle their social media account executed the campaign making it a massive success on all social platforms.
The hashtag #AapkiHealthMereLiye was launched on June 14th on Facebook, YouTube and LinkedIn to attract focus towards the Father’s Day video created by Future Generali India Life Insurance. Another hashtag #PromiseToMyChild was created to record the responses of fathers on this video June 15th onwards. By the end of the campaign on June 17th, a total of 3.9M views and 1.8M views were received on Facebook and YouTube respectively. Also, a whopping 2.5K people liked the video, and 16k people shared it as well fueling the overall victory of the campaign. More than 1200 fathers responded to the #PromiseToMyChild hashtag by giving a promise related to his health.
Rakesh Wadhwa, Chief Marketing Officer, Future Generali, said, “The insight behind this campaign was that Fathers have an aura of 'invincibility' around them. Fathers are supposedly the superheroes having special powers to solve all problems. Through this film #AapkiHealthMereLiye, we have made an attempt to communicate the vulnerability they face. As seen from the child's perspective, her superhero dad has everything but time for his own health. So, to make this Father’s Day truly special, she comes up with a creative way for her superhero dad to make a promise of his health for the whole family. As the video was created for digital medium, it was very important that it should get channelized perfectly. We are happy with the way AdLift executed the whole campaign.”
Prashant Puri, Co-Founder & CEO, AdLift, said, “We knew this video had potential. A strategic approach was followed for both the hashtags to reap maximum benefits out of them. Once #AapkiHealthMereLiye reached a desired and significant number of people, we shifted our focus on the second hashtag – #PromiseToMyChild. Our planned approach for both the hashtags helped us in measuring the interest of the people towards the campaign. We are happy that the campaign helped FGILI reach the desired audience while influencing many people across the country."