Conceptualised by Taproot India, Birla Sun Life Insurance’s campaign entices consumers to protect the dreams of their loved ones by securing their financial well-being
BestMediaInfo Bureau | Mumbai | February 22, 2016
Birla Sun Life Insurance (BSLI), the life insurance arm of the Aditya Birla Financial Services Group, seeks to create relevance of the role that BSLI can play in the life of customers through its latest campaign, ‘Khud Ko Kar Buland’. It is a brand belief that one alone writes the story of one’s life. The underlining message in the campaign is that destiny may indeed bring surprising turns in life, but dealing with those surprises is still in our hands.
If a man so chooses, he may decide how he would live his life in the way of the decisions he makes and the actions he takes. Birla Sun Life espouses the belief that one must stand tall in the face of uncertainties. In the second year of its campaign, the BSLI television commercial (TVC) tells an extraordinary story of an ordinary man, his endearing relationship with his boss and his enduring relationship with life’s uncertainties. The main film begins with a poser and ends with a solution. In the end the protagonist is happier because of the way he had planned his life.
A niggling concern within the life insurance industry has been that despite the efforts of an entire industry, mass India was still unclear of its key role. Clarity is still lacking in public awareness about whether an insurance product was an investment, a protection, savings or just tax savings? Notwithstanding the efforts and investments of the entire industry, comprising 24 players, its category penetration remains low at 3.1 per cent of the gross domestic product (GDP).
The industry, therefore, feels a compelling need to communicate its real role and value in a customer’s life. Ajay Kakar, Chief Marketing Officer, Financial Services, Aditya Birla Group, said, “Despite the investments and efforts of an entire industry, the life insurance consumer yet does not have an answer to his question, “What role do you play in my life?”. At BSLI we are committed to spending to the spirit of “Khud Ko Kar Buland” and encouraging our audiences to take control of their fate. And live their life with financial security. This film is another investment towards that end.”
Agnello Dias, Chief Creative Officer, Taproot India, said, "For some time now, the Birla Sun Life Insurance brand has celebrated human spirit of taking on all the odds that life throws at you. This film is another inspirational story of an everyday hero who pushes back at fate even when the going gets tough."
Pallavi Chakravarti, Senior Creative Director, Taproot India, said, “Through the platform of “Khud Ko Kar Buland” Birla Sun Life Insurance has sent out a simple message: Destiny can only do so much, when an individual is prepared. This film carries the campaign thought forward through the story of a man who surprised both, his employer and fate, when life threw an unexpected turn his way.”
The story is in the form of a 75-second television commercial revolving around a common man, his endearing relationship with his boss and his enduring relationship life and its vagaries. This film trails Madan, an earnest, hard-working man, who is recovering from a bypass surgery in a hospital bed, when his boss calls on him. Their genial conversation brings forth the trust Madan's boss has in him and of Madan's proficiency as a personal assistant (PA).
The film captures the faith the boss has in his employee, his humaneness and his eagerness to pay back in kindness to an employee who has served him loyally. Madan’s boss’s kind overtures bounce back at him in surprising twists. Madan’s boss assures him that his job was secure, but is informed that Madan’s doctor had forbidden him to go back to work.
Madan’s boss then offers Madan’s job to his son, Suraj in a bid to bail out his old employee in a time of distress. He learns, though, that Suraj was bound for England to pursue a diploma in management (MBA). The moral of the story in its surprising climax is that no odds could stand in the way of those who are prepared against those odds.
Agency: Taproot Dentsu India
Chief Creative Officer: Agnello Dias
Chief Creative Officer: Santosh Padhi
Chief Executive Officer: Umesh Shrikhande
Sr. Creative Director: Pallavi Chakravarti
Sr. Copywriter: Apoorva Jain
General Manager: Ayesha Ghosh
Account Director: Priyank Misra
Production House: Red Ice Films
Director: Shimit Amin
Producers: Gary Grewal, Vandana Singh, Lisa D’Costa