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SBI Life’s #PapaKiPappi campaign highlights the concept of reverse parenting

03-February-2018
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SBI Life’s #PapaKiPappi campaign highlights the concept of reverse parenting

SBI Life Insurance has launched SBI Life - Poorna Suraksha, a one of its kind non-linked, non-participating term assurance plan, with an in-built critical illness cover. The policy offers coverage for a wide range of 36 critical illnesses. SBI Life - Poorna Suraksha helps consumers boost their evolving needs as they age.

The brand has unveiled #PapaKiPappi, a TV-led integrated campaign, to launch and promote the new offering. The campaign explores the concept of reverse parenting. When children are young, parents provide protection and care to their children but as the parents grow old the same role is taken over by their children. Through this TVC, SBI Life aims at keeping children’s anxiety towards their parents at bay, so that they can love their parents without any worry. The campaign has been created by Leo Burnett Orchard.

Speaking about the new campaign, Ravindra Sharma, SVP & Chief of Brand & Corporate Communication, SBI Life Insurance said, “In an ideal world, there is no one who would voluntarily depend on their children for their needs, especially in old age. As parents grow older, children start getting anxious for their parents’ health and well-being and the love and care that parents provide for their children somewhere turns into children’s worries towards their aging parents. With this insight, SBI Life has unveiled #PapaKiPappi, a new campaign that lets children love their parents, minus the anxiety.”

Commenting on the new campaign that highlights the concept of reverse parenting, Amod Dani, Executive Creative Director, Leo Burnett Orchard said, “At SBI Life we always tell human stories that connect with our audiences. And this is no different. #PapaKiPappi for SBI Life - Poorna Suraksha expresses the love and affection between a father and a daughter in the form of a peck on the cheek. We saw the ‘Papa Ki Pappi’ as a beautiful expression of the daughter’s reciprocation towards her ever-protective father’s care and love. And with time, as they both grow older, it is the daughter who reciprocates and shows her protective and caring side to her father. Through the idea of reverse parenting we wanted to show that parents expect only love and need nothing more from their children. I am confident that consumers will find this film endearing and relatable.”

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