#BabyGotPlans, latest campaign by IDBI Federal for children

Jess Lair, renowned author and professor was once famously quoted as saying, “Children are not things to be moulded, but people to be unfolded.”

This quote is so relevant in today’s times. With so many career options emerging every single day, kids today would want to dabble across different opportunities before settling for anything permanent. There’s nothing that stops them from having their plans and charting out their own unique journey.

IDBI Federal, India’s life leading insurance company’s latest digital campaign, #BabyGotPlans  is firmly rooted in this milieu of increased choices and limited planning.

Says Karthik Raman, Chief Marketing Officer, IDBI Federal Life, “Despite all the joy that comes from raising a child, it comes with its own set of challenges. These include rising cost of education and increasing competition. And when you add to this your baby’s individual plans for his/her career, the entire planning exercise can seem like a roller coaster ride. A knee-jerk reaction that most parents have towards this is to sacrifice their own plans to build a bright future for their children. The campaign’s clear objective is to make young parents realise that with appropriate planning, one can accomplish children’s as well as their own aspirations as individuals.”  

After positively nudging and entertaining audiences with their 'Cutest Angry Baby' campaign,’ the company, with its distinct tongue in cheek humour, has gone a step further with this edition. While the previous campaign’s message was that ‘at 18, your angry child won't look this cute,’ the new campaign reminds them of babies having their own separate plans for themselves. The campaign prods parents to start preparing for the child’s future without sacrificing their individual dreams.”                                                

The campaign has been conceptualised and executed by Social Kinnect, IDBI Federal Life Insurance’s Digital Agency. It kick starts with a fun video where a couple is seen celebrating their child’s third birthday. As usual, the company has used humour to drive across the message to plan finances in advance and ensure their child’s future and individual aspirations are not compromised.

The campaign is currently running on IDBI Federal Life Insurance’s social media channels.

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