IDBI Federal ropes in angry babies to make a point

IDBI Federal Life Insurance has launched an outdoor campaign to promote Childsurance.

Private life insurer IDBI Federal Life Insurance has launched an outdoor campaign to promote its child plan Childsurance. Humorous yet hard-hitting, it aims to drive home the point that young parents should begin to plan early for their child's future.

Conceptualised by Ogilvy & Mather, the campaign creatives feature pictures of infuriated babies with accompanying texts such as 'At 18, your angry child won't look this cute. Buy Childsurance. The right child plan'. Explaining the objective of this campaign, Aneesh Khanna, chief strategy and marketing officer, IDBI Federal Life Insurance, says, "The angry baby photos attract your attention and lead you to an important message. With the cost of education ballooning year after year, it is important that young parents systematically plan for the future needs of their little ones. Our insurance solutions for children effectively address most of these concerns."

Amitabh Agnihotri and Sameer Sojwal, senior creative directors at Ogilvy & Mather, Mumbai, have designed the campaign in association with IDBI Federal. "There couldn't be a more arresting idea than using babies to grab the attention of young parents. The category of insurance is inundated with emotional appeals, advertising that literally pleads for better financial planning. We were clear that we had to stay away from the clutter and create something absolutely fresh. The most fun part of the campaign was shooting with the babies and getting their cute-angry expressions," shares Agnihotri.

Sojwal adds, "Dealing with the wrath of a child's failed future can be a daunting experience. This is the reality of life, but humorously put through the Childsurance campaign."

The outdoor leg of the campaign has been executed by The Social Street in 105 cities across the country, with more than 900 billboards in phase I. The media was planned keeping in mind the way the baby looked towards the traffic as per the positioning of each site.

Says Pratap Bose, founding partner and chairman - The Social Street, "Large-scale formats in the OOH space enable the imagery of the visual to be disproportionately large so as to draw attention and drive home the point that your child's insurance is certainly not something that you can take for granted.''

In the first phase, IDBI has integrated the campaign with radio, while in the second phase the company plans to take it a step further with on-ground activation and digital marketing.

Social Kinnect will be handling the digital duties of the brand. This includes a microsite, posts on Facebook, Twitter and extensive digital advertising across several websites. To further engage consumers, the agency will also launch 'The Cutest Angry Baby Hunt'.