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Birla Sun Life Insurance Launches New Campaign

Conceptualized by JWT, the campaign uses mix of online, TV, Print, Radio and OOH; watch the TVCs here.

Hitesh Ranot | Delhi | December 16, 2010

Birla Sun Life Insurance Company Ltd. (BSLI) has partnered with Career Launcher, India’s leading education services provider to launch www.NotJobsButPassion.com, a comprehensive online property that aims to encourage parents to identify children’s innate strengths and help them find their real passion enabling them to pursue their career accordingly. The website acts as a one stop solution for parents to address career related concerns of their budding juniors.

To mark the launch, a 360 degree campaign has been rolled out which includes two TVCs. The campaign has been conceptualized by JWT.



The campaign aims to provoke, stimulate and facilitate conversations around our product offering – “Childrens Future Solutions”.  It captures the parents and kids’ passions on this topic through a insightful and powerful central idea and enable multiple touch points to engage the consumer.

Commenting on the campaign, Ajay Kakar, Chief Marketing Officer, Financial Services – Aditya Birla Group said, “Our latest Children’s Future Solutions campaign aims at provoking parents and sparking a debate amongst them to help their child take their time in finding their real passion. And, our website www.NotJobsButPassion.com is the central element of this campaign that provides consumers with a single window access to address all career related queries pertaining to their young ones. Towards this, we have partnered an established institution like Career Launcher that is known for providing academic excellence across diverse fields and has played an instrumental role in designing exclusive content and a specific online test for us. We hope that parents will find this platform useful and use it to the advantage of their kids.”

The idea of the campaign lies in today’s kids who just don’t want a job. They want to find their calling.

Gone are the days when children stepped out of college and settled straight into careers. With the whole world available to them, these days they experiment with just about everything. Train at many places. Switch between careers, let alone jobs. And not give up till they have hunted down exactly what they want to do.

From music to cooking, from being a DJ to a translator, from animation to new age farming… a child today can very well follow his heart and carve a financially sound and successful career out of just about anything.

Given this reality, parents need to be prepared to discover and support their children’s passion. And the journey can be pretty arduous if they do not plan for this in advance.

The brand plays the role of a provocateur, highlighting the new wave –the way the young generation looks at their future.  But the real strength of the campaign is that the brand also offers a solution to the parent not just to be prepared financially but gives the right emotional inspiration to discover and support their child’s tryst with his or her future.

The TV commercials present the audience with a peek into two families which triumphed in finding their child’s passion despite the odds. It is a real representation of the debate that unfolds in most families in India over what the father thinks their children should be, and what the children want to do.  To the target audience it works almost like a future projection with a ‘happy ending’ - the parent being able to support the kids tryst with discovering their passion and also making a career out of it.

The campaign uses an innovative mix of online and mainline (TV, Print, Radio, OOH) media to showcase the real debate that happens in Indian households between the elders and the children – in the choice of their children’s career. In this effort the campaign presents both the sides and lets the consumer take the final decision.  Moreover it also empowers him with the right tools to make an informed decision.


Creative Agency: JWT

Team: Tista Sen, Nandita Chalam, Samarth Shrivastava, Rajesh Mehta, Rajesh Nair


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