IDBI Federal Life Insurance says future is not a source of fear, but a place of possibilities in new spot

Private life insurance company IDBI Federal Life Insurance has launched its brand campaign, #FutureFearless, which seeks to remind people that the future is not a source of fear but a place of possibilities.

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The campaign reminds grown-ups that through early and responsible financial planning, not only their children’s but their own dreams can be fulfilled, enabling them to be truly #FutureFearless.

Karthik Raman, Chief Marketing Officer and Head, Products, IDBI Federal Life Insurance, said, “We are living in unprecedented times with disruptions on all fronts. These upheavals coupled with the constant barrage of negative news have added to people’s worry and anxiety. However, our research has shown that while grown-ups are apprehensive of the future and what it holds, the children of today are ready to embrace a world of possibilities. Comfortable with technology, up-to-date with the latest trends and completely aware of the world around them, the next generation of kids are confident and ready to explore new professions and career paths.” 

“Our latest campaign, #FutureFearless, is a timely intervention to encourage grown-ups to learn from their own children who dream fearlessly about their future and to look ahead with optimism. Thoughtful financial planning, through our IDBI Federal Life Insurance Child Plans, has the power to not only enable a positive change in outlook toward the future, but also facilitate the future that our children are fearlessly dreaming about,” Raman added.

The campaign launches with a film featuring cricketer and the organisation’s brand ambassador, Sachin Tendulkar. Tendulkar said, “As a parent, the challenges that we went through a decade ago while raising our kids are very different from the challenges faced by the parents of today. The current generation of kids are going to inherit a very different future, one in which AI, robotics, space travel and bio-engineering are the norm. And parents, while they do read about these evolving disciplines, are hesitant to embrace them wholeheartedly, even when their kids talk about it or when the evidence is all around them. #FutureFearless is a much-needed campaign in these uncertain times. It gives confidence and encouragement to parents that with the right planning, they can give wings to their children’s unfettered dreams.”

The film brings alive the differences in perception about the same issues between parents and kids. While parents are worried about how things will shape up, and see nothing but challenges, the kids view the future with optimism, and are confident that they will be part of the solution. This film shows parents how out of sync their own fears are when compared with their kids’ fearless dreams. And drives home the point that with the right financial planning, courtesy, IDBI Federal’s Child Plans, they can be prepared to support these dreams.

The #FutureFearless campaign has been conceptualised and created in partnership with VMLY&R India. The campaign has been rolled out across the gamut of digital platforms, including social media, online news sites, OTT platforms, education portals and gaming apps.

Venkatagiri Rao, Creative Head, VMLY&R India, said, “20 years from now, the world will still need engineers and doctors. Just very different kinds of engineers or doctors than parents can imagine. Gene tech, machine learning, climate science, recycling, anti-ageing, space exploration — the emerging needs and opportunities are incredible. Unless parents wake up and overcome their fears to embrace emerging technologies today, they will make their worst fears come true for their children. #FutureFearless is a wakeup call to parents. As an insurance brand, it is imperative that we help our customers make the most of the future, and not just brace for it.”

Credits:

Agency: VMLY&R
CEO: Anil Nair

Account Management

Business Director: Alpa Dedhia

Group Head Client Solutions: Abhinav Galate

Sr. Client Solutions Executive: Laveena Barapatre

Creative:

CCO: Venkatagiri Rao

ECD: Kevin Lobo

Creative Team: Rebecca Daniel, Vaidehi Mewawala

Production:

Agency Producer: Vikas Chaurasia

Production house: thisisthat

Director: Shihab Karim

DOP: Georgy Joseph

Producer: Shihab Karim

Executive producer: Sreeraj S Nair

Offline Editor: Babu Rathnam

Online Editor: Ink&Water

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