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IDBI Federal launches dual TVC for Childsurance plan

The campaign by Ogilvy & Mather takes a humorous dig on the miscalculation of parents in choosing the right child insurance plan

BestMediaInfo Bureau | Delhi | January 5, 2012

IDBI Federal Life Insurance has launched two TVCs 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 the two ads with IDBI Federal’s trademark humorous storyline.

The two commercials -- ‘Doctor’ and ‘Engineer’ -- have been conceptualised by Ogilvy & Mather and executed by Curious Films.

The first film opens on a scene where two thieves are seen standing in front of a sophisticated vault. While one thug rejects the idea of looting the vault, the other one is quite confident of his ability to open it. When he manages to unlock it, his amazed partner says, “Tumko to engineer banna tha guru”. To which the first thief says in a deep tone that the fault lies in his parents choosing a wrong insurance plan for his future, resulting in lack of funds for his education.

The second TVC also revolves round the same idea with a story of an office boy who comes to the rescue of an executive working in his office who chokes while eating. On the peon’s attempt to save a life, a colleague of the executive prompts him to be a doctor. The film ends on the same note, highlighting why he could not pursue a medical course.

Commenting on the campaign, Kawal Shoor – Head of Planning, Ogilvy & Mather, said, “In a world of goody-goody child plan advertising, we wanted to ensure that IDBI Federal’s Childsurance stood out. 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 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 about the importance of choosing the right child insurance plan, Aneesh Khanna, Senior VP and Head - Marketing & Product Management, IDBI Federal Life Insurance, said, “Choosing the right plan is very critical today, given the rising inflation in education costs. Childsurance has an 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 a 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. Childsurance, with five unique features, can be the strong partner that parents seek to ensure that their children’s dreams come true, rather than see these dreams be compromised. This is captured humorously in our latest ad campaign.”

The campaign is supported by an on-ground activity named S.T.A.R. Test, which allows parents to take a quick test of 7-10 minutes. This is aimed to help customers understand their needs scientifically and create a customised plan to secure their child’s future.

The TVCs:




Agency: Ogilvy & Mather

National Creative Director: Abhijit Avasthi

Creative Director (Copy): Amitabh Agnihotri

Creative Director (Art): Samir Sojwal

Film director:  Vivek Kakkad

Production house: Curious Films


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