Future Generali India Life Insurance unveils campaign #PapasHealthAsliWeath

The campaign is being executed via contests on various social media platforms such as Facebook, Instagram, Twitter, LinkedIn and YouTube through a series of interesting customer engagement activities

e4m by exchange4media Staff
Updated: Jun 17, 2019 6:43 PM
Papas Health Asli Wealth

Ahead of Father’s Day and in continuation of its efforts to convey that fathers should not neglect their health while focusing on providing the best for their families, Future Generali India Life Insurance Company Limited (FGILI), has unveiled its latest digital campaign. The campaign consists of videos, other print and engagement assets that urge fathers to realise that their health is the true wealth for their families.

Why is Father’s health important?

The company’s latest campaign #PapasHealthAsliWealth captures the need for fathers to build healthy habits daily for the sake of their loved ones. In a recent survey conducted by the company, it was clear that fathers prioritise their children’s future above anything else and thus work tirelessly, often under stress, with little or no time for their own health. This constant ignoring of adopting a healthy lifestyle could one day have dire consequences which in turn can derail their financial goals altogether. A healthy person can achieve more in life and lead a more fulfilling life.

The two digital videos of the campaign

In the first film, a little girl is sitting at the breakfast table when her father, a young and slightly out of shape man, approaches. There are pastries and an apple lying on the table and the father happily reach for the pastry. His daughter clears her throat looking at her father indicating that it is a wrong choice. The father in return exchanges a guilty look with his daughter and with a sigh puts the pastry down and reaches for the apple instead. His daughter gives him a big smile of approval.

In the second film, the father is seen next to an exercise cycle where the expectation is to exercise. He takes one look at the cycle, sighs out loud like he doesn’t want to work out. He grabs his water bottle and splashes water all over his face and chest to make it look like sweat. He then leans against the exercise cycle like he’s exhausted from a workout, only to find his daughter, had caught him in the act. Realizing he is caught, he gets on the cycle and starts exercising for real this time.

In both the films, as father moves from an unhealthy choice to healthy one, an ‘Asli Wealth Meter’ moves the score from negative to positive, suggesting that each time he picks a healthy choice, it increases his true wealth – his health.

The campaign is being executed via contests on various social media platforms such as Facebook, Instagram, Twitter, LinkedIn and YouTube through a series of interesting customer engagement activities.

Speaking on the campaign, Chief Marketing Officer, Future Generali India Life Insurance Company commented, “We believe healthy fathers make healthy families. The key insight for our new campaign is that fathers are busy providing for the well-being of the family, and they often neglect their own health. We want to create the awareness that while achieving life’s financial goals are important, your true wealth is good health. Our new campaign - #PapasHealthAsliWealth is in continuation of the work we did last year and underscores the message for fathers to adopt a healthy lifestyle.”

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