Move away angry birds; angry babies are here! Hoardings across prominent locations in the country are plastered with grumpy baby faces. Private life insurer, IDBI Federal Life Insurance has launched its funny, yet hard-hitting, outdoor campaign to promote its child plans category – Childsurance.
The angry baby photos attract your attention and lead you to an important message – the child will not look this cute when he /she is angry at the age of 18 years! With inflation in education costs ballooning year after year, it is important that young parents systematically plan for the future needs of their little ones. The outdoor campaign created by The Social Street, like the other campaigns from the company, adds a bit of humour to communicate an important message. The campaign spans 105 towns in the country.
Explaining the objective of this campaign, Mr. Aneesh Khanna, Chief Strategy and Marketing Officer, IDBI Federal Life Insurance, said, “According to a survey, about 60% of Indian parents are worried about the rising education costs. According to the National Crime Records Bureau statistics, an Indian dies in an accident every 90 seconds. With such uncertainty and rising costs, the biggest worry in the minds of today’s young parents is, whether their goals for their children will be fulfilled, especially in their absence. Our children’s insurance solutions address these concerns effectively. The plans not only help customers build a sizeable corpus, but also offer life cover. The waiver of premium benefit ensures that the plan continues even in the absence of the parent and children’s future needs are secured no matter what.”
He adds, “The message of angry babies is so strong and striking at the same time that we thought an outdoor campaign would effectively communicate the campaign thought. The best part about this campaign is that while it gives a gentle nudge to young parents to plan for their children’s future needs, it takes does so by taking a complete departure from regular advertising featuring babies. While you would see happy baby faces in most advertising, ours features angry babies and this has caught the attention of the audience.”
Say’s Pratap Bose Founding Partner and Chairman of The Social Street … ’’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’’
Nitin Rastogi Associate Vice President The Social Street adds “We executed The Childsurance campaign in 105 cities, with more than 900 billboards pan India in Phase 1, we planned & shortlisted each and every media considering the creative, even the way the baby looked towards the traffic as per the positioning of each site. The beauty of the outdoor is that you can use the creative suitable to each and every medium, which no other medium offers, and we’ve tried to explore this effectively in this campaign, in phase one we integrated the campaign with radio, and in phase two we’re planning to take it a step further with on-ground activation & digital”
The company has also tied up with BIG FM 92.7 radio station for its radio efforts for the campaign. It will cover 11 towns – these are towns with high radio listenership and affinity with the target group. Radio campaign will be divided in 2 phases – in the first phase, IDBI Federal Life Insurance will run a radio contest and in the next leg it will engage audiences with interesting ideas like radio films and counseling sessions. The company also has plans to have activations and digital engagement to promote the campaign further.
