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Love your parents without any worries with SBI Life-Poorna Suraksha

Created by Leo Burnett Orchard, the #PapaKiPappi campaign aims at keeping children’s anxiety towards their parents at bay with the help of SBI Life-Poorna Suraksha

Click on the Image to watch the TVC

SBI Life Insurancehas launched a non-participating term assurance plan with an in-built critical illness cover – SBI Life-Poorna Suraksha. The policy offers coverage for a wide range of 36 critical illnesses and helps consumers boost their evolving needs as they age.

The brand has unveiled #PapaKiPappi, a TV-led integrated campaign, to launch and promote the new offering. The campaign explores the concept of reverse parenting. When children are young, parents provide protection and care to their children but as the parents grow old, the same role is taken over by their children. Through this TVC, SBI Life aims at keeping children’s anxiety so that they can love their parents without any worry. The campaign is created by Leo Burnett Orchard.

Ravindra Sharma, SVP and Chief of Brand and Corporate Communication, SBI Life Insurance, said, “In an ideal world, there is no one who would voluntarily depend on their children for their needs, especially in old age. As parents grow older, children start getting anxious for their parents’ health and well-being and the love and care that parents provide for their children somewhere turns into children’s worries towards their aging parents. With this insight, SBI Life has unveiled #PapaKiPappi, a new campaign that lets children love their parents, minus the anxiety.”

Amod Dani

Speaking about the campaign, Amod Dani, Executive Creative Director, Leo Burnett Orchard, said, “At SBI Life we always tell human stories that connect with our audiences. And this is no different. #PapaKiPappi for SBI Life-Poorna Suraksha expresses the love and affection between a father and a daughter in the form of a peck on the cheek. We saw the ‘Papa Ki Pappi’ as a beautiful expression of the daughter’s reciprocation towards her ever-protective father’s care and love. And with time, as they both grow older, it is the daughter who reciprocates and shows her protective and caring side to her father. Through the idea of reverse parenting we wanted to show that parents expect only love and need nothing more from their children. I am confident that consumers will find this film endearing and relatable.”

TVC link:


Creative Agency: Leo Burnett Orchard

Executive Creative Director: AmodDani

Creative Team: AmolMestry, Bhakti Vichare

Account Management: Kanav Sharma, Alisha Narekuli

Planning: Gaurav Joshi

Chief Operating Officer: MahuyaChaturvedi

National Head of Strategy: RohitashSrivastava

Vice-President and Branch Head, Mumbai: ManavRaiAhuja

Production House: Cab Films

Director: Manoj Pillai

Associate Producer: VinayKanojia

Producer: ManmitSandhu

Singer: VivekHariharan

Original Music: Sandeep Patil

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