The life insurance industry in India is over a hundred years old. The sector has undergone multiple phases of evolution over the past few decades. However, despite the efforts of an entire industry, mass India is yet unclear on the key role that life insurance can play in their lives. Is it an investment? Is it protection? Is it savings? Or, is it just tax saving? Despite the efforts and investments of the industry comprising 24 players, the category penetration remains low at 3.1%. There is therefore a need for the category to compellingly communicate its real role and value in the customer’s life.

Birla Sun Life Insurance (BSLI), the life insurance arm of the Aditya Birla Financial Services Group, through its latest campaign ‘Khud Ko Kar Buland’ seeks to create relevance of the key role that BSLI can play in the life of customers. It is a brand belief that we alone write the story of our lives. Destiny may indeed pose surprises, but how we deal with them is in our hands. If a man so chooses, he can ascertain how he lives his life, by the decisions he makes and the actions he takes. By being a front runner in this, BSLI has taken the opportunity to own and appropriate the belief that one must stand tall in the face of uncertainties.

The campaign’s television commercial (TVC) tells an extraordinary story of an ordinary man, his endearing relationship with his son and his enduring relationship with life’s uncertainties. It tracks the journey of a family for over 15 years in dealing with everyday uncertainties. It ends on a note of hope, highlighting the triumph of the human spirit against all odds.

Mr. Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group, said, “We are very excited as we embark on this new journey as a brand. BSLI through this campaign takes the lead in defining the invaluable role that life insurance can play in all our lives. But going beyond that, we urge mass India to stand tall against adversity. We believe there are two kinds of people in the world – those who succumb to life’s uncertainties, and those who take it in their stride. We must be the only authors of our own life stories -Khud Ko Kar Buland. Nothing can come in the way of those who stand prepared against all odds. Life insurance helps safeguard your family and you from the uncertainties of life.”

“In keeping with our marketing mission across all businesses at ABFSG to be an agent provocateur in low penetration categories, we have gone a step ahead to reposition the fragmented perception of the life insurance category, in the minds of mass India,” he adds.

Agnello Dias, Chief Creative Officer, Taproot India, says, “Insurance communication usually harps on how vulnerable we are in the face of destiny. Never about how strong the human spirit can be. By emotionally empowering one to stay resilient in the face of whatever is in store is a bold, powerful stance by BSLI. ”

Pallavi Chakravarti, Senior Creative Director, Taproot India, says, “Look around. See if you can spot a single person who has never faced uncertainty. It’s a given. We don’t know what form it will take – but if one believes that tomorrow will be better, and acts on that belief by safeguarding one’s dreams, then there is little destiny can do. And that is the stand BSLI has taken.”

Director Abhinay Deo, says, “I wanted to do the film immediately upon reading the script. Rarely does mass communication transcend product or service peddling to put out an emotional life lesson. As a human being and a director it made me think of myself and my life as well.”


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