IDBI Federal Life Insurance has launched its latest ad campaign to for its child plan, IDBI Federal Childsurance Dreambuilder Insurance Plan.
Childsurance is a unit-linked insurance plan providing a combination of optimum returns and safety that can help parents create a child plan that does not fail at maturity.
The campaign taps into the insight of how most parents would not like to live with the regret that their children were not able to pursue the career of their choice, especially since they are responsible to plan for their children's education.
The plan is positioned as ''the child plan that does not fail'' with the tagline, 'Plan jo Fail na ho'.
The ads showcase people who missed their calling in life when they were unable to get admission for higher education due to lack of funds and this is told through two ads with IDBI Federal's trademark humorous storyline.
The campaign has been conceptualised by Ogilvy & Mather and executed by Curious Films, and aims to differentiate Childsurance from other methods of planning for children's education which may fail if they fall short at the last minute.
''In a world of goody-goody child plan advertising, we wanted to ensure that IDBI Federal's Childsurance stood out," says Kawal Shoor, head of planning, Ogilvy & Mather Advertising. "There's nothing like some naked truth, well told, to set you apart in a sea of plastic emotions."
Shoor explains, "Hand-on-heart, many of us have felt, sometimes very often, that had our fathers invested in a particular company stock, or bought that piece of land which was going cheap years ago, we would have been somewhere else. This uncomfortable truth became the cornerstone of our campaign, and the challenge was to do it in such a way, that the campaign acts like a gentle pinch and yet land the key message of - a plan that never fails, powerfully.''