IDBI Federal launches Childsurance Ad Campaign

Private life insurance co. IDBI Federal Life Insurance, has launched their latest ad campaign to announce the launch of their Child Plan ' IDBI Federal Childsurance® Dreambuilder Insurance Plan.

Childsurance® is a unit-linked insurance plan with innovative features that ensure a perfect combination of optimum returns and safety that can help parents create a child plan that does not fail at maturity. The campaign taps into the insight of how most parents would not like to live with the regret that their children were not able to pursue the career of their choice, especially since they are responsible to plan for their children's education.

The plan is positioned as "the child plan that does not fail" with the tagline, "Plan jo Fail na ho'. The ads showcase people who missed their calling in life when they were unable to get admission for higher education due to lack of funds and this is told through two ads with IDBI Federal's trademark humorous storyline. The campaign is conceptualized by Ogilvy & Mather and executed by Curious Films, and aims to differentiate Childsurance from other methods of planning for children's education which may fail if they fall short at the last minute.

Commenting on the Ad campaign, Kawal Shoor ' Head of Planning, Ogilvy & Mather Advertising 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."

Talking on the Ad campaign Aneesh Khanna ' Sr. 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 has the in-built Waiver of Premium benefit which allows the planned accumulation of funds to continue even in the absence of the provider. This will ensure that the child's education plans are not compromised due to lack of funds. Another key feature is the Systematic Allocator Fund which gradually moves the fund value from equity based funds into debt based funds as the plan approaches maturity. This diminishes the effect of a sudden drop in the equity market when your plan is close to maturity, at a time when you had to pay the planned fees for your child's education.

The effort to choose the right child plan is further supported on ground by the S.T.A.R. Test, a unique test that can be done in 7-10 minutes and helps customers understand their needs scientifically and create a customized plan to secure their child's future.

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