Birla Sun Life Insurance encourages discussion between parents and kids via OOH campaign

To promote the company's Children's Future Solutions, a building wrap with speech blurbs depicts the "job versus passion" situation between parents and kids.

Birla Sun Life Insurance recently launched a campaign for its Children's Future Solutions. The campaign aims at sparking a conversation between parents and children, and urges parents to enable their children to identify and follow their real passions.

Birla Sun Life Insurance encourages discussion between parents and kids via OOH campaign

The campaign is driven by the insight that today's generation is spoilt for choice when it comes to career options. Moreover, the rapidly changing world renews children's aspirations to try new things in the process of choosing their real passion. Thus, kids today no longer seek jobs, but want to follow their passions instead.

Extending this insight is the outdoor innovation -- in the form of a building wrap -- conceptualised by JWT and executed by Mudra Max (Integrated Engagement and Experience), a part of the Mudra Group. The innovation has been executed at the Vile Parle Flyover, Western Express Highway, Mumbai.

This outdoor initiative aims to play the role of a provocateur, highlighting the new wave -- the way the young generation looks at their future. The creative portrays speech bubbles and other debates around the subject that take place in every house, in a different way. It urges parents to discover their child's aptitude and be financially prepared for the same.

The building wrap, made of flex material, covers an under-construction site and resembles a ready structure with windows. The thought blurbs sticking out of different windows depict conversations within the households. For instance, "Ma, can I play cricket?" with the mother replying, "Do your homework. Cricket won't help you find a job."

Another window has a blurb saying, "Ma, I don't want to go for Maths tuition," with the reply, "Then how will you become a banker like Papa?" Similarly, a third conversation has, "Papa, I want to be a singer," with the father flatly saying, "Beta, you can't make a living out of singing."

The outdoor building wrap also displays the name of the website that has been launched as part of this campaign, www.notjobsbutpassion.com. The website allows parents to take a test, calculate finances, and also view Birla Sun Life's products and solutions for children.

Commenting on this innovation, Ajay Kakar, chief marketing officer - financial Services, Aditya Birla Group says, "Every parent has his/her child's best interests at heart. Through our campaign, we hope to generate conversations between parents and kids on identifying their child's passion. Moreover, we aim at sensitizing parents on the need to support their kids with the time and freedom to find their real passion, enabling them to make a rewarding and successful career."

Mandeep Malhotra, president, Mudra Max - OOH, says, "Mudra Max is thrilled to make a great start into the New Year with passionate communication. I am really happy that the team has pulled out a great execution for the brand."

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