Commercials that are meant to sell life insurance policies are tailored so that they appeal to the emotions of people. However, Birla Sun Life Insurance and HDFC Life came up with their investment centric commercials focusing on the challenge to overcome obstacles in life. Man has no control over his fate but with some foresight he can definitely prepare himself to brave those unfortunate occurrences. This is the cardinal theme that both ads focus on. Efficiency and emotions are given equal value as both the single fathers strive to give their respective children a better and secure future.
HDFC Life Ad Campaign – Apno Ko Apne Dum Pe Jeena Sikhao.
Tracing the story of a single father who realises that his physically challenged daughter has a strong passion for dancing, this ad focuses on how he supports his daughter at each step in order to fulfill her dream. The child who walks with the support of a prosthetic leg is very dependent on her father and has him tie her “ghungroos” before each dancing lesson. Understanding the need to make her self sufficient, the father watches her from a distance as her dance programme is about to begin. After having waited for her father for a long time, the child finally ties the “ghungroo” on her own and performs. The advertisement ends with the father feeling proud about having imparted an important life lesson to his daughter – that of living life independently.
Birla Sun Life Insurance – Khud Ko Kar Buland.
On his son being diagnosed with autism, begins Atul’s extremely tough years of parenting. Ashutosh, his son, needs constant love and care and prolonged expensive treatment. More than willing to do anything for his son, Atul gets him admitted in a programme for special children. But destiny had to strike its blow and Atul loses his job. Yet he remains undefeated as the commercial shows Atul about to start a new cycle business named after his son in order to continue giving the child the special education he needs. The only reason Atul could put up a vicious fight for life was because he had the security of Birla Sun Life Insurance.
Both commercials depict the struggles of very ordinary men. The issues are also real and people would of course relate to such instances portrayed with poignancy.
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