Conceptualised by BBDO, and directed by Sujit Sircar of Rising Sun Productions, the TVC features brand ambassador Sachin Tendulkar and seeks to promote Child Plans offered by Aviva in India.

Said BBDO India chairman and chief creative officer Josy Paul, "Sachin Tendulkar is the face of Aviva Life Insurance. In the film, there‘s a beautiful moment when Sachin says - ‘mein bhi ek pita hoon, aur mein yeh samajhta hoon‘. I think this candid confession captures the essence of our idea. When it comes to the education for our children, even the world‘s greatest cricketer becomes just another concerned parent. Just watch how naturally Sachin Tendulkar sends the child off to school."