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Ad Review: Guiding young minds the Birla Sun Life & Career Launcher way

05-January-2011
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Ad Review: Guiding young minds the Birla Sun Life & Career Launcher way

Birla Sun Life’s new ad focuses on the newly launched website www.NotJobsButPassion.com, which is the outcome of Birla Sun Life Insurance and Career Launcher joining hands and is designed to guide children in choosing a career path that they are passionate about.

Client: Birla Sun Life Insurance Children’s Future Solutions
Brand: Birla Sun Life Insurance Children’s Future Solutions
Agency: JWT
Medium: Television

The Brief:
Birla Sun Life Insurance has launched an online www.NotJobsButPassion.com, which acts as a guiding hub for children, who are young and unsure about their careers, through their parents. The website acts as a one-stop solution for parents to tackle career-related concerns of their budding juniors.

Birla Sun Life Insurance has embarked on a multimedia initiative, wherein it plans to engage parents in discussions about their child’s future in order to promote their Children’s Future Solutions plan. The campaign, developed by JWT, urges parents to understand their child’s passions and support them in their chase. The TV commercials accentuate the way two families react on finding their children’s passion.

Ajay Kakar, Chief Marketing Officer, Financial Services, Aditya Birla Group, said, “Today’s generation is spoilt for choice with never like before regarding career options to choose from. And this changing world constantly renews a child’s aspirations to try newer things in the process of choosing his/ her real passion. Gone are the days when kids would easily give in to the herd mentality and settle down with clichéd job options for the rest of their lives. Kids today no longer seek jobs, but passion.”

Nandita Chalam, Vice President and Senior Creative Director, JWT, said, “The brief was that instead of doing a general child insurance plan ad that every other insurance company was doing, we had to base it on some real insight or problem that parents today are facing. Today’s children are open to explore new career opportunities available today, while parents are still stuck to the traditional careers that are on offer. Our idea was to start a nationwide debate on this problem.”

The Execution:
The films have been produced by Curious Films and have been directed by Vivek Kakkad. The campaign uses a mix of online and mainline (TV, print, radio, OOH) media to display the usual debate that takes place in every Indian households amid the elders and the children, which is choosing the right career.

The Final Product:
Both the ads circle around middle class Indian families and the regular discussions that take place in such families, where there is an argument between the parents and the children for initially making nth number of mistakes and then finally choosing what they wanted. It focuses on the importance of a platform that can serve as a career guiding center for parents as well as their children. The campaigns focus on the teaming up of Birla Sun Life Insurance and Career Launcher.

Xpert Comments:
Commenting on the ad campaign Nilesh Vaidya, Creative Director, Euro RSCG, said, “I really like this campaign. It’s been a while since one tried three or four professions before stumbling into advertising, and I still wonder if I quit stumbling too soon! It’s a truth that ‘3 Idiots’ sensitised us all to, and high time a brand owned it. Could the situations have been better than just talking heads? Like they say, hindsight is always 20:20. Personally, I think they’re very well scripted and shot. But yes, repeat value is a problem that these films will run into sooner rather than later.”

Our Take:
The campaigns focus on one of the topmost questions in the minds of every individual at some point of time. It is an absolute necessity in today’s world to have something or someone we can look up to while deciding on the right career path. And there are instances of trying out several careers before finding the ‘right fit’. The ads capture this quite well.

Credits:
Tista Sen - Senior VP and ECD
Nandita Chalam - VP and Senior CD
Shweta Iyer - Senior CD
Samarth Shrivastava - VP and Client Services Director
Babita Baruah - VP and Client Services Director
Rajesh Mehta - VP and Strategic Planning Director
Rajesh Nair - Client Services Director
Monika Dhoke - Senior Art Director

 

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