The campaign, conceptualised by Taproot, imparts the brand’s belief that we alone write the story of our lives. Destiny may indeed pose surprises, but how we deal with them is in our hands
BestMediaInfo Bureau | Mumbai | January 20, 2015
Birla Sun Life Insurance (BSLI), the life insurance arm of Aditya Birla Financial Services Group, through its latest campaign ‘Khud Ko Kar Buland’, seeks to create relevance of the key role that BSLI can play in the life of customers. The campaign, conceptualised by Taproot, imparts the brand’s belief that we alone write the story of our lives. Destiny may indeed pose surprises, but how we deal with them is in our hands.
The two-minute slice-of-life TVC begins with a father discovering that his child is autistic – a condition he didn’t know existed. Instead of being bogged down by the pressures of raising a special child as a single parent, he accepts the situation and moves from strength to strength. This TVC traces the journey of the father-son duo as they grow as individuals towards living happy and contented lives. Towards the end, the father receives yet another unexpected blow, the loss of his job. He goes back home to have a heart-to-heart conversation with his son who has come a long way since he was first diagnosed with autism. The TVC ends on a note of hope, highlighting the triumph of the human spirit.
Sharing his thought behind the campaign, Agnello Dias, Chief Creative Officer, Taproot India, said, “Insurance communication usually harps on how vulnerable we are in the face of destiny; never about how strong the human spirit can be. By emotionally empowering one to stay resilient in the face of whatever is in store is a bold, powerful stance by BSLI. ”
Pallavi Chakravarti, Senior Creative Director, Taproot India, said, “Look around, see if you can spot a single person who has never faced uncertainty. It’s a given. We don’t know what form it will take – but if one believes that tomorrow will be better, and acts on that belief by safeguarding one’s dreams, then there is little destiny can do. And that is the stand BSLI has taken.”
Director Abhinay Deo said, “I wanted to do the film immediately upon reading the script. Rarely does mass communication transcend product or service, peddling to put out an emotional life lesson. As a human being and a director it made me think of myself and my life as well.”
The campaign will have an approximate 22 days runtime and will be present across mediums including television, print and digital, with ample support from BTL activation.
Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group, said, “We are very excited as we embark on this new journey as a brand. BSLI through this campaign takes the lead in defining the invaluable role that life insurance can play in all our lives. But going beyond that, we urge India to stand tall against adversity. We believe there are two kinds of people in the world – those who succumb to life’s uncertainties, and those who take it in their stride. We must be the only authors of our own life stories ‘Khud Ko Kar Buland’. Nothing can come in the way of those who stand prepared against all odds. Life insurance helps safeguard your family and you from the uncertainties of life.”
“In keeping with our marketing mission across all businesses at ABFSG, to be an agent provocateur in low penetration categories, we have gone a step ahead to reposition the fragmented perception of the life insurance category, in the minds of mass India,” he added.
Agency: Taproot India
Chief Creative Officers: Santosh Padhi & Agnello Dias
CEO: Umesh Shrikhande
Senior Creative Director: Pallavi Chakravarti
General Manager: Priyanka Rishi
Associate Account Director: Priyank Misra
Account Supervisor: Ambalika Sen
Production House: Ramesh Deo Productions
Director: Abhinay Deo
Producer: Apurba Sen Gupta