IDBI Federal launches new campaign created by O&M

Mumbai: IDBI Federal Life Insurance has launched a new ad campaign to announce the launch of its new ‘IDBI Federal Childsurance Dreambuilder Insurance Plan‘.

It is positioned as the ‘child plan that does not fail‘.

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.

It is conceptualised by Ogilvy & Mather and executed by Curious Films. It aims to differentiate Childsurance from other methods of planning for children‘s education which may fail if they fall short at the last minute.

O&M head of planning Kawal Shoor said, "In a world of goody-goody child plan advertising, we wanted to ensure that IDBI Federal‘s Childsurance stood out. And there‘s nothing like some naked truth, well told, to set you apart in a sea of plastic emotions. 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."

IDBI Federal Life Insurance Sr VP, head - marketing and product management Aneesh Khanna added, "Choosing the right plan is very critical today, given the rising inflation in education costs. Childsurance has the in-built Waiver of Premium benefit which allows the planned accumulation of funds to continue even in the absence of the provider. This will ensure that the child‘s education plans are not compromised due to lack of funds."

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