Birla Sun Life’s short film gets 3 million views in 3 weeks

Birla Sun Life
Insurance has rolled out its latest campaign titled ‘
Khud ko kar buland,’ which
has been conceptualised by Taproot India. The short film has been winning
hearts across platforms. It has garnered over three million views on YouTube within
three weeks of being posted.

The three and a
half minute film tells a story of a single father as he deals with the unpredictability
of life. His journey begins at the doctor’s office where he is informed of his
son’s autism, and how he grapple with life’s various setbacks while managing
the family’s finances.

The film ends
with a voice over that says, “Honi ko
aap rok nahi sakte. Par honi bhi aap ko kaha roh sakegi. Apno ko, apne sapno ko
karo surakshit.” (You can’t control the inevitable, but the inevitable
can’t control you either. Protect yourself and your dreams)

Ajay Kakar, CMO
– Financial Services, Aditya Birla Group (ABFSG), said, “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

Kakar further
said, “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.”

Agnello Dias,
Chief Creative Officer, Taproot India, said, “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.”

Chakravarti, Senior Creative Director, Taproot India, said, “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.”



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