SBI Life pays an emotional tribute to dads with #PapaHainNa

Initiated and executed by Mindshare, this video campaign that has gone viral, with total views crossing 14 lakh since its launch

BestMediaInfo Bureau | Delhi | July 16, 2015

Click on the image to watch Music Video.

SBI Life launched an emotional ballad – #PapaHainNa – in the form of a music video, celebrating the father-child relationship on the occasion of Father's Day. Mindshare, the media agency for SBI Life, initiated and executed this video campaign that has gone viral, with total views crossing 14 lakh since its launch.

The campaign was conceptualised keeping in mind the SBI Life brand philosophy of 'Celebrate Life', coupled with their existing campaign of 'Are you a great dad', which is predominantly on television. The challenge was to extend the great dad thought and successfully leverage it digitally by intertwining it within popular culture and hence, 'Papa Hain Na' was created. The video campaign was launched on the SBI Life YouTube channel along with the brand's Facebook page and Twitter handle.

#PapaHainNa ballad trended nationally for two consecutive days and had over 4,200 shares on Facebook, besides garnering more than 6.2 million impressions and over 3,000 conversations (and still counting) on Twitter.

Aimed at celebrating the father-daughter relationship, the 'Papa Hain Na' ballad brings out the nuances of the relationship through heart-warming lyrics, beautiful composition and endearing visuals. 'Papa Hain Na' is sung by Neeti Mohan, lyrics are written by Sameer Anjaan, music is produced and composed by Shamir Tandon and the video is directed by Rakesh Thakur. The video features Neeti Mohan along with her father, wherein she pays tribute to him for his unconditional love and support in her life journey.

Arijit Basu, MD and CEO, SBI Life, commented, “At SBI Life, we have been creating communication under the broader brand philosophy of 'Celebrate Life'. Right from 'Hiron ko kya pata tumhari umar' ad to 'Are you a Great Dad?' ad, we eulogise the family relationship as it is for the love and security of one's family that an individual buys insurance. The 'Papa Hain Na' ballad is a continuation of celebration of family relationships.”

Braj Kishore, Head - Brand and Corporate Communication, SBI Life Insurance, added here, “SBI Life has celebrated father-child relationship in its recent advertising campaigns as father is the deemed protector of the family. We have launched the beautiful #PapaHainNa ballad to give an opportunity to each child to say 'thank you' to their father while reminiscing sweet memories of their childhood. This is probably the first time that a BFSI company has tried articulating its messaging through a musical ballad and we are extremely delighted at the overwhelming response to 'Papa Hain Na'.”

Prasanth Kumar

“We thrive in coming up with unique media opportunities that connect a brand to its target consumers' passion points. #PapaHainNa has garnered an exciting response on social media with over 14 lakh views. I am extremely proud of the Mindshare team's effort and the impact of this campaign. We will continue to work towards celebrating and communicating the SBI Life philosophy,” said Prasanth Kumar, CEO, Mindshare South Asia.

The Video:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: SBI Life

Media agency: Mindshare

Mindshare team: Rashi Mohan, Amit Patil, Vaishali Bharadwaj, Lynette Fernandes, Mansa Madhusudhan, Vibhuti Mannikar, Devendra Deshpande

SBI Life team: Nandita Shah, Rajas Nadkarni, Divya Shukla

LivFame team: Shreyas Rao, Anurag Iyer

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