Keeping in mind SBI Life’s ‘Celebrate Life’ philosophy, the brand’s media partners, Mindshare created a music video to celebrate the father-child relationship. The video was launched on Father’s Day (June 24) and has, since then, got over 14 lakh views online.
The 4.20 minute ballad sung by vocalist Neeti Mohan, was written by Sameer Anjaan and composed by Shamir Tandon. Rakesh Thakur directed the project. The video which features Neeti with her dad, shows flashbacks of childhood experiences between a father and his daughter. The song is interspersed with poetry verses narrated from the father’s perspective.
To view the video:
The campaign was created to be in tandem with SBI Life’s existing campaign of ‘Are You a Great Dad?’ which is predominantly on television.
Commenting on the video, Arijit Basu, MD and CEO, SBI Life, said, “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 eulogize the family relationship as it is for the love and security of one’s family that an individual buys Insurance. ‘Papa Hain Na’ ballad is a continuation of celebration of family relationships.”
The video campaign was launched on the SBI Life YouTube channel along with the brand’s Facebook page and Twitter handle. #PapaHainNa has had over 4,200 shares on Facebook, garnered more than 6.2 million impressions and more than 3,000 conversations (and still counting) on Twitter.
Speaking on the occasion, Braj Kishore, Head - Brand and Corporate Communication, SBI Life Insurance said, “SBI Life has celebrated the father – child relationship in its recent advertising campaigns as the father is considered the protector of the family. 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.”
Through the video, people were encouraged to use the campaign hash tag and write about their favourite moments with their dads.
Prasanth Kumar, CEO, Mindshare South Asia, said, “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.”