SBI Life’s new campaign tells consumers to secure their children’s love, not anxiety

SBI Life Insurance, one of the most trusted private life insurers in the country, has launched SBI Life - Poorna Suraksha, a one of its kind non-linked, non-participating term assurance plan, with an in-built Critical Illness cover. The policy offers coverage for a wide range of 36 critical illnesses. SBI Life - Poorna Suraksha helps consumers boost their evolving needs as they age. 

The brand has unveiled #PapaKiPappi, a TV-led integrated campaign, to launch and promote the new offering. The campaign explores the concept of reverse parenting. When children are young, parents provide protection and care to their children but as the parents grow old the same role is taken over by their children. Through this TVC, SBI Life aims at keeping children’s anxiety towards their parents at bay, so that they can love their parents without any worry. The campaign has been created by Leo Burnett Orchard.

Speaking about the new campaign, Mr. Ravindra Sharma, SVP & Chief of Brand & Corporate Communication, SBI Life Insurance said, “In an ideal world, there is no one who would voluntarily depend on their children for their needs, especially in old age. As parents grow older, children start getting anxious for their parents’ health and well-being and the love and care that parents provide for their children somewhere turns into children’s worries towards their aging parents. With this insight, SBI Life has unveiled #PapaKiPappi, a new campaign that lets children love their parents, minus the anxiety.”

Watch the TVC here:

https://youtu.be/DLMERMn6wr0

Speaking about the campaign, Amod Dani, Executive Creative Director, Leo Burnett Orchard said, “At SBI Life we always tell human stories that connect with our audiences. And this is no different. #PapaKiPappi for SBI Life - Poorna Suraksha expresses the love and affection between a father and a daughter in the form of a peck on the cheek. We saw the ‘Papa Ki Pappi’ as a beautiful expression of the daughter’s reciprocation towards her ever-protective father’s care and love. And with time, as they both grow older, it is the daughter who reciprocates and shows her protective and caring side to her father. Through the idea of reverse parenting we wanted to show that parents expect only love and need nothing more from their children. I am confident that consumers will find this film endearing and relatable.”

AGENCY CREDITS

Creative Agency: Leo Burnett Orchard
Executive Creative Director: Amod Dani
Creative team: Amol Mestry, Bhakti Vichare
Account management: Kanav Sharma, Alisha Narekuli
Planning: Gaurav Joshi
Chief Operating Officer: Mahuya Chaturvedi
National Head of Strategy: Rohitash Srivastava
Vice President and Branch Head – Mumbai: Manav Rai Ahuja
Production House: Cab Films
Director: Manoj Pillai
Associate Producer: Vinay Kanojia
Producer: Manmit Sandhu
Singer: Vivek Hariharan 
Original music: Sandeep Patil