MUMBAI: ICICI Prudential Life has launched a ad campaign that has been conceptualised and created by the company‘s creative AoR Lowe Lintas.

The life insurance company feels that child education plans are not actively considered in India. Building a bright future for their child is the primary and foremost concern for all parents but when it comes to saving for the child‘s future, it is mostly done through traditional investment options like FDs, property, post office schemes and gold.

The ad is aimed at creating awareness and informing the audience that Child Education Plans are an ideal way for them to secure their children‘s future.

One of the television commercials portray the special relationship that exists between grandparents and their grandkids. "At ICICI Prudential Life, we recognise the emotion behind the need of a grandparent to want to do something to secure their grandkids future,‘ the company said.

In other commercial, the story revolves around two brothers having a seemingly casual chat wherein the elder brother takes offence to the younger brothers informing him that the insurance company will ‘take care of the child‘ in case something happens to him and that no one else does this. There is a heightened moment of tension but in the end he realises that the company is lending only a helping hand and that he has an important role to play as well in ensuring the child‘s bright future.