Birla Sun Life Insurance (BSLI) has launched the second leg of their campaign under the ‘Khud Ko Kar Buland’ core brand philosophy. The ad conceptualised by Taproot Dentsu India narrates the story of a man and his endearing relationship with his boss. It highlights the message of how to face challenges life throws at you and never to accept defeat.
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The 75 second television commercial tracks the journey of an employee and his boss while dealing with mishaps and everyday uncertainties. The brand aims to create relevance of the key role that BSLI can play in the life of customers. The story ends on a note of hope, highlighting the triumph of the human spirit and delivering the message that nothing can come in the way of someone who stands prepared against all odds.
Speaking about the creative aspect, Agnello Dias, Chief Creative Officer, Taproot India, says, "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."
Further adding to it, Pallavi Chakravarti, Senior Creative Director, Taproot India, cited, “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.”
Commenting on the brand strategy, 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 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.”
Sharing his views on the ad, KV Sridhar, Chief Creative Officer, Sapient Nitro says, “It is a nice film, especially the insight that parents are worried about their child’s education is very real. It resonates with every single parent, because if you can give your child the best education, you don’t need to worry about anything else in their lives. Today education is one of the most expensive things; therefore, planning becomes very essential. Earlier, insurance ads were only about a widowed wife and death of a husband, but today the paradigm has shifted. It is no longer about death, but revolves around children and giving them the best education. The new ad is well executed and produced, but the story telling could have been better. Also, instead of showing planning for son’s education, it would have been better if they had focussed on the daughter instead. In our society, it is very sad that we plan for our son’s education and we keep aside money for our daughter’s marriage. This notion is faulty and needs to change; brands if they start projecting these little progressive things will influence people to think positively about them as well.”
Ravikant Banka, founder, Eggfirst Advertising cites, “The ad has brought out the issue well and like all the other Birla Sun Life Insurance films. But my personal view is that, the previous campaign was better, probably the emotional bonding between the father and his autistic son instantly connected with the audience. However, leaving that aside, I didn’t like the part, where the CEO assumes that since his peon who is unwell and can’t resume work; the position can be filled by his son. It somehow doesn’t fit the image of today’s India and it looks a bit unreal!”
Last year in January, the brand launched their ‘Khud Ko Kar Buland’ main campaign which was a story of a father discovering that his child is autistic – a condition he didn’t know existed. Instead of being bogged down by the pressure of raising a special child as a single parent, he accepts the situation and moves on confidently. This TVC traced the journey of the father-son duo as they grow as individuals towards living happy and contented lives. In the end, the father receives yet another unexpected blow, the loss of his job. He goes back home to have a heart-to-heart conversation with his son who has come a long way since he was first diagnosed with autism. The TVC ends on a note of hope, highlighting the triumph of the human spirit.
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