Ogilvy & Mather India has created the new TV commercial which asks the pertinent question, ‘Are you a Great Dad?’
BestMediaInfo Bureau | Mumbai | January 29, 2015
SBI Life Insurance has launched its new brand campaign that sets out to question the responsible parent in all of us, by asking the pertinent question, ‘Are you a Great Dad?’ Created by Ogilvy & Mather India, the TVC takes us through the journey of an army man who is questioning himself - has he truly been a good father to his child?
The film opens on the army man back from duty waiting longingly outside his child’s school to receive him. The son on seeing his father rushes into his arms and they exchange a big warm hug. The film continues with the father and son enjoying playful moments together, before the mother interrupts to get the child ready for school. It is followed by the child polishing his shoes, imitating his father’s every action. The film finally ends on the child about to fall asleep on the sofa while reading a story book and the father coming in just in time to cushion his fall. Throughout the film we hear the voice of the army man wondering if he has been a great dad.
On the new campaign, Braj Kishore, Head - Brand and Corporate Communication, SBI Life Insurance, said, “The need of the hour is to get consumers to buy Insurance for the right reason which is Protection. We felt it was important to make people realise that it is not only what they do when they are around that makes them a responsible and great parent but even after they are gone. Buying Life insurance can secure the future of their loved ones and ensure that the family is well looked after. Our new campaign sets out to remind people of just that.”
Observing that a lot of insurance brands user fear psychosis to sell their product, Abhik Santara, Senior Vice President, Ogilvy & Mather – Mumbai, noted, “We felt it was necessary to communicate the importance of being insured but in a refreshing, relevant and endearing manner. The thoughts running through the mind of the army man are thoughts that every father can relate to. We wanted young fathers to introspect if they were doing enough for the well-being of their family, especially when they are gone.”
Zenobia Pithawalla, Executive Creative Director, Ogilvy & Mather – Mumbai, added, “The creative idea is based on the universal truth, that when it comes to your child you want to be the best parent there is. You are constantly challenging yourself, mentally fighting yourself. This is where SBI Life Insurance comes in and says, ‘how great you were as a parent will be one day decided by your offspring.’ And a great dad makes sure his family is looked after, even after he's gone. When it comes to your kids, little things worry you, then why leave the bigger things to chance.” The integrated campaign starts with the TVC with presence in Digital, Radio and other mediums.
Client: SBI Life Creative Agency: Ogilvy & Mather – Mumbai Creative team: Rajiv Rao, Zenobia Pithawalla, Mihir Chanchani Account Management: Abhik Santara, Nikhil Mohan, Shruti Bhandari, Piyush Jha Films: Ryan Williams Production House: Rising Sun Films Director: Shoojit Sircar Producer: Supriya Macwan