MUMBAI: SBI Life Insurance has launched SBI Life - Poorna Suraksha, a one of its kind non-linked, non-participating term assurance plan, with an inbuilt critical illness cover. The policy offers coverage for a wide range of 36 critical illnesses. The policy helps consumers boost their evolving needs as they age.

The brand has unveiled #PapaKiPappi, a TV-led integrated campaign, to launch and promote the new offering. The campaign explores the concept of reverse parenting. When children are young, parents provide protection and care to their children but as the parents grow old the same role is taken over by their children. Through this TVC, SBI Life aims at keeping children’s anxiety towards their parents at bay, so that they can love their parents without any worry. The campaign has been created by Leo Burnett Orchard.

SBI Life Insurance SVP and chief of brand and corporate communication Ravindra Sharma says, “In an ideal world, there is no one who would voluntarily depend on their children for their needs, especially in old age. As parents grow older, children start getting anxious for their parents’ health and well-being and the love and care that parents provide for their children somewhere turns into children’s worries towards their ageing parents. With this insight, SBI Life has unveiled #PapaKiPappi, a new campaign that lets children love their parents, minus the anxiety.”

Leo Burnett Orchard executive creative director Amod Dani adds, “We saw the ‘Papa Ki Pappi’ as a beautiful expression of the daughter’s reciprocation towards her ever-protective father’s care and love. And with time, as they both grow older, it is the daughter who reciprocates and shows her protective and caring side to her father. Through the idea of reverse parenting, we wanted to show that parents expect only love and need nothing more from their children. I am confident that consumers will find this film endearing and relatable.”