On Father’s Day, SBI Life’s #PapaHainNa digital film showcases a

On Father’s Day, SBI Life’s #PapaHainNa digital film showcases a father’s unspoken commitment towards protecting his loved ones

The film highlights a father’s responsibility not only towards his immediate family, but also towards the society

The pandemic has re-shaped our perspective around the responsibilities of fathers at home and the way they are adapting to a new lifestyle while simultaneously fulfilling the promise of protecting their family. Recognising the larger role played by Fathers towards the family as well as society, this Father’s Day, SBI Life Insurance, one of the most trusted private life insurers in the country, has released a heart-warming digital film. It depicts the emotional and protective side of a father towards his evolving responsibilities amidst the pandemic.

Link to the digital film: https://www.youtube.com/watch?v=YZrClVZ39-g

Conceptualized by WAT Consult, the digital film showcases a bond between a father and a young boy with an emotional twist in the end. While speaking to the father, the young boy is trying to cover up his troubles in dealing with the challenges brought about by the pandemic induced lockdown. But thanks to a father’s instinct, he understands the young boy’s troubles and extends all possible help. The warmth displayed in their conversation makes it easy to believe that it is a father-son relationship. However, towards the end of the film, it is revealed that the man is not the biological father of the boy. In fact, the young boy is the child of his domestic help, who has been taking care of his family for years. 

Mr. Ravindra Sharma, Chief of Brand, Corporate Communication & CSR, SBI Life, said, “While men have been consistently taking up household responsibilities as an intrinsic part of their lives, the pandemic and lockdowns have brought to focus, the lesser spoken role of fathers, owning up responsibilities over and above family duties. Our Father’s Day film, in essence, is an insight that is being widely observed in the Indian households today, wherein families are extending help to people unconditionally. SBI Life’s #PapaHainNa campaign is a hat tip to fathers who are actively contributing towards bringing about a societal change.”

The film highlights how, during the pandemic, fathers are not only breaking stereotypes by participating in domestic chores, but also fulfilling their promise of protecting their immediate as well as extended family.

Ms. Heeru Dingra, CEO, WATConsult said, “SBI Life’s digital property, #PapaHainNa, has been celebrating the spirit of a father’s love since 2015. This Father’s Day, the brand continues to live up to the tradition with yet another heart-warming campaign focusing on a father’s commitment to protect. Fathers are rightly titled as superheroes because they inevitably save the day. Hence, brands have leveraged this beautiful father-child bonding concept extensively. However, this campaign is so much more. It’s bound to leave our viewers speechless, courtesy the unexpected twist.”

SBI Life launches ‘Apno ki #PoornaSuraksha’ campaign

SBI Life launches ‘Apno ki #PoornaSuraksha’ campaign, to highlight the prominence of financial immunity provided through a dual protection insurance

~   ‘Apno Ki #Poorna Suraksha’ campaign features popular playback singer Shaan along with his son Shubh, emphasizing the need to maintain immunity of both physical and financial health

SBI Life Insurance, one of the most trusted private life insurers in India, today, unveiled its new product campaign ‘Apno Ki #PoornaSuraksha’, highlighting the product’s (SBI Life’s Poorna Suraksha) dual protection feature which offers complete financial immunity by providing both Life cover and protection against 36 Critical Illnesses in a single plan with an auto-rebalancing aspect which is much needed to navigate through the current uncertain times.

The ad film features popular playback singer, Shaan alongside his son Shubh, emphasizing the need to maintain immunity. The film opens with a charming father son role reversal conversation, where Shaan is being interrupted by Shubh at various instances while performing daily activities, only to be reminded of ways to boost and keep the health immunity in check at all times. Shaan, expresses how kids these days have become immunity specialists to their parents. Similarly, he continues to highlight the importance of building a healthy financial immunity for choppy times that will enable in creating a financial cushion to safeguard oneself and the loved ones from any monetary stress led by lifestyle diseases or other unforeseen consequence.

Link to the video: https://youtu.be/x6Tf7ZrHLeU

Today, critical illnesses account for 60% of deaths in India, according to the Global Burden of Disease Study. Treatments to cure critical illnesses are usually lengthy and expensive, making it very difficult for the family to afford the costs. Therefore, it is paramount to focus on building one’s financial immunity for tough times so that mental immunity stays guarded, in case of a lifestyle disease or any other unforeseen event. 

Speaking on the launch of ‘Apno ki #PoornaSuraksha’ campaign, Mr. Ravindra Sharma, Chief of Brand and Corporate Communication, SBI Life said, “A newfound immunity regime has become second nature for most of us, today the larger populace is consciously making smart choices around health, wellness and life in general. Delving deeper into this intrinsically protective behaviour, that is consuming everyone across sections of the society, we realized that as an Insurance player our role to provide immunity to the consumer has never been more accentuated. With an approach of keeping a simple communication for an insurance category, we have drawn a parallel for financial immunity via the concept of health immunity which is understood by all. We hope to educate the consumer on the importance of building one's financial immunity like they have towards their health. SBI Life’s Poorna Suraksha being a unique product combining both life cover and protection against 36 critical illness in a single package, this dual protection can enable individuals to build a holistic financial immunity, as a safety net for themselves and their family to battle against any odds”.

Ms. Garima Khandelwal, Chief Creative Officer, Mullen Lintas said, “Health Immunity is of priority today, with everyone aware and abreast like never before. We have all realised the importance of being proactive about immunity when it comes to good health, and made changes to our routines, self-care is undoubtedly the no. 1 learning today. This being the context, we wanted to introduce a parallel need for one’s family’s financial immunity, being as proactive about the same. And it’s relevance in this landscape. Drawing a simple parallel between health and financial immunity and stressing on the need for both, borrowing from the current and changed awareness in the behaviour”.