HDFC Standard Life wants children to dream

HDFC Standard Life has launched its new Children's Plans campaign. The campaign has been conceptualized and scripted by Leo Burnett and directed by Prakash Varma of Nirvana Films.

The film opens on a child who while looking through a book on space, expresses her wish to become an astronaut. When the father tells her that she will have to travel by a rocket, she suggests that her uncle pays for the expenses. The father then assures her of a secure future and promises to fulfill her dream by saving money till the time she grows up.

Sanjay Tripathy, EVP and head-marketing, HDFC Standard life said, "Our new Children's Plan communication is designed to allow customers to think of their children and their future in a natural way. Given their fickleness, there's always something new that inspires children everyday and they wish to take that as their profession when they grow up. At HDFC Standard Life, we want to enable parents to encourage their children to dream, because our Children's Plans can make those dreams come true. What's more, we want to reassure the parents that when it comes to their children's dreams, they don't need to rely on anyone else other than self to make it true. That's where Sar Utha Ke Jiyo starts becoming really meaningful to the target segment."

"We are not selling dreams through our ad. We have shown a small child aspiring for an expensive profession and subconsciously assuming that her dad may not be able to support her. She instantly figures out a solution – her well-to-do uncle. The penny drops at this moment, as this is capable of hurting any parents' pride. So we are actually shaking them up by showing a very natural, day-to-day instance that can occur to anyone. The dad in the TVC reassures his child by saying that he has actually planned for her future, thus heightening the moment of self respect which the brand stands for," said K.V. Sridhar, national creative director, Leo Burnett India.

The media mix for the campaign includes television, print, radio, OOH, Internet, mobile and on-ground Initiatives.