IDBI Federal launches OOH campaign to promote Childsurance

MUMBAI: IDBI Federal Life Insurance has launched its humorous, yet hard-hitting, outdoor campaign to promote its child plans’ category - Childsurance. The outdoor campaign, which will span across 105 cities and towns, adds a bit of fun element to drive home a point.


Explaining the objective of this campaign, IDBI Federal Life Insurance chief strategy and marketing officer Aneesh Khanna said, “The angry baby photos attract your attention and lead you to an important message – children will not look this cute when they are 18 if their dreams are not fulfilled for lack of financial planning. With the cost of education ballooning year after year, it is important that young parents systematically plan for the future needs of their little ones.”


“The best part about this campaign is that while it gives young parents a gentle nudge, it does that by bringing a smile on their faces. Our insurance solutions for children effectively address most of the concerns related to securing their future. We think it’s a clutter breaking idea and takes a complete departure from regular advertising featuring babies,” Khanna added.


Ogilvy & Mather, Mumbai senior creative directors Amitabh Agnihotri and Sameer Sojwal have designed the campaign.


Agnihotri said, “There couldn't be a more arresting idea than using babies to grab the attention of young parents. The category of insurance is inundated with emotional appeals, advertising that literally pleas for better financial planning. We were clear that we had to stay away from the clutter and create something absolutely fresh. The most fun part of the campaign was shooting with the babies and getting their cute-angry expressions.”


Sojwal added, “Financial planning for a child's future is probably the most important message to convey to young parents; dealing with the wrath of a child's failed future can be a daunting experience. This is the reality of life, but humorously put through the Childsurance campaign."


Social Street executed the campaign in 105 cities, with more than 900 billboards pan India in Phase I.


Social Street founding partner and chairman, Pratap Bose said, “The Childsurance campaign from IDBI Federal is indeed an intriguing one, as the cute angry babies immediately draw your attention. Large scale formats in the OOH space, enables the imagery of the visual to be disproportionately large, so as to draw attention and drive home the point that your child’s insurance is certainly not something that you can take for granted.’’

Latest Reads
Wringley's Doublemint tells a 'fresh' new love story

MUMBAI: Released on Youtube on 21 October, the new TVC of Wringley's Doublemint conceptualised by BBDO Indua and directed by Shoojit Sircar has already garnered over two lac views.

MAM Media and Advertising Ad Campaigns
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns
Colors campaign inspires men to take over Sunday chores

Colors has launched a new movement called #SundayIsHerHoliday. The campaign -- one Sunday at a time -- is inviting every man (and woman) to participate. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.

MAM Media and Advertising Ad Campaigns
betterU launches Diwali campaign #FestivalOfLearning

India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion...

MAM Media and Advertising Ad Campaigns
BBH India creates live radio spots for Abbott

BBH Mumbai has released a case study on the first ever live radio spots for Abbott's The Race of Possible’ campaign, which received overwhelming response in India.

MAM Media and Advertising Ad Campaigns
Abhibus's 'Har Safar Mein Aapka Hamsafar' Mahesh Babu, India’s online bus ticket booking platform, has announced superstar Mahesh Babu as their brand ambassador. He will also feature in the company`s marketing campaign called 'Har Safar Mein Aapka Hamsafar' (With you on all your journeys, wherever you go).

MAM Media and Advertising Ad Campaigns
Posterscope rolls out 'Frooti' OOH campaign

MUMBAI: Posterscope India from Dentsu Aegis Network has rolled out a massive OOH campaign for Frooti to make the consumers Live #TheFrootiLife. The core objective of the campaign is to create high visibility and impact for Frooti in the OOH space. Targeted at audiences aged between 15-35 years, the...

MAM Media and Advertising Ad Campaigns
Q2-17: DB Corp revenue up, radio operating profit doubles

DB Corp Limited (DB Corp), home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Dainik Divya Marathi and Saurashtra Samachar reported 10.5 percent higher consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding year ago quarter....

MAM Marketing Brands
P Mark TVC features Boman Irani

MUMBAI: P Mark, the front-runner in the mustard oil segment in India, has unveiled its new TV campaign ‘one specialist to another’. Reinforcing its commitment as specialists and educating the masses about the taste, the new TVC pays tribute to P Mark’s exceptional taster in the category.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories