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Mindshare campaign for SBI Life, #PapaHainNa video goes viral with over 14 lakh views since its launch

MUMBAI: On the occasion of Father’s Day, SBI Life launched an emotional ballad #PapaHainNa in the form of a music video, celebrating the Father – Child relationship. Mindshare, the media agency for SBI Life initiated and executed this video campaign that has gone viral with its total views crossing 14 Lakh since its launch.

The campaign was conceptualized keeping in mind the SBI Life brand philosophy ‘Celebrate Life’ coupled with their existing campaign of ‘Are you a great dad’ which is predominantly on Television. The challenge was to extend the great dad thought and successfully leverage it digitally by intertwining it within popular culture and hence ‘Papa Hain Na was created. The video campaign was launched on the SBI Life YouTube channel along with the brand’s Facebook page and Twitter handle.

This ballad successfully took over the Internet, trending nationally for two consecutive days and touching the hearts of many. #PapaHainNa has had over 4,200 shares on Facebook, garnered more than 6.2 million impressions and more than 3,000 conversations (and still counting) on Twitter.

“Papa Hain Na” is essentially an emotional ballad paying tribute to all the Great Dads. Aimed at celebrating the Father – Daughter relationship, the ballad beautifully brings out the nuances of the relationship through heart-warming lyrics, beautiful composition and endearing visuals. “Papa Hain Na” is sung by the talented singer Neeti Mohan, lyrics are written by Sameer Anjaan, music is produced and composed by Shamir Tandon and the video is directed by Rakesh Thakur. The video features Neeti Mohan along with her Dad, wherein she pays her tribute to him for his unconditional love and support in her life journey.

Mr. Arijit Basu, MD and CEO, SBI Life, said, “At SBI Life, we have been creating communication under the broader brand philosophy of Celebrate Life. Right from ‘Hiron ko kya pata tumhari umar’ ad to ‘Are you a Great Dad?’ ad, we eulogize the family relationship as it is for the love and security of one’s family that an individual buys Insurance. ‘Papa Hain Na’ ballad is a continuation of celebration of family relationships.”

Speaking on the occasion, Braj Kishore, Head – Brand and Corporate Communication, SBI Life Insurance, said, “SBI Life has celebrated Father – Child relationship in its recent advertising campaigns as Father is the deemed protector of the Family. We have launched the beautiful #PapaHainNa ballad to give an opportunity to each child to say Thank You to their Great Dad reminiscing sweet memories of their childhood. This is probably the first time that a BFSI Company has tried articulating its messaging through a musical ballad and we are extremely delighted at the overwhelming response to PapaHainNa.”

Prasanth Kumar, CEO, Mindshare South Asia, said, “ We thrive in coming up with unique media opportunities that connect a brand to its target consumers’ passion points. #PapaHainNa has garnered an exciting response on social media with over 14 lakh views. I am extremely proud of the Mindshare teams effort and the impact of this campaign. We will continue to work towards celebrating and communicating the SBI Life philosophy.”