IDBI Federal’s new Childsurance “fail-safe” plan

04 Jan,2012

By Shubhangi Mehta


IDBI Federal has launched their latest ad campaign to announce the launch of their child plan – IDBI Federal Childsurance(R) Dreambuilder Insurance Plan. Childsurance is unit-linked insurance plan with innovative features that ensures a perfect combination of optimum returns and safety that can help parents create a child plan that does not fail at maturity.


The campaign has been conceptualized by Ogilvy & Mather and executed by Curious Films, and aims to differentiate Childsurance from other methods of planning for children’s education which may fall short at the last minute.


The tagline ‘Plan jo Fail na ho’ emphasises the Childsurance plan’s positioning as “the child plan that does not fail”. The campaign taps into the insight of how most parents would not like to live with the regret that their children were not able to pursue the career of their choice, especially since they are responsible for planning their children’s education.


The ads showcase people who missed their calling in life as they were unable to get admission for higher education due to lack of funds and the stories are portrayed with IDBI Federal’s trademark humorous storyline.


Commenting on the ad campaign, Kawal Shoor – Head of Planning, Ogilvy & Mather Advertising said: “In a world of goody-goody child plan advertising, we wanted to ensure that IDBI Federal’s Childsurance stood out. And there’s nothing like some naked truth, well told, to set one apart in a sea of plastic emotions. Many of us have felt, sometimes very often, that had our fathers invested in a particular company stock, or bought that piece of land which was going cheap years ago, we would have been somewhere else. This uncomfortable truth became the cornerstone of our campaign. The challenge was to do it in such a way, that the campaign acts like a gentle pinch and yet land the key message of – a plan that never fails – powerfully.”


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Mr. Aneesh Khanna – Sr. Vice President, Head – Marketing and Product Management, IDBI Federal Life Insurance said: “Choosing the right plan is very critical today, given the rising inflation in education costs. Childsurance has the in-built Waiver of Premium benefit which allows the planned accumulation of funds to continue even in the absence of the provider. This will ensure that the child’s education plans are not compromised due to lack of funds. Another key feature is the Systematic Allocator Fund which gradually moves the fund value from equity-based funds into debt-based funds as the plan approaches maturity. This diminishes the effect of a sudden drop in the equity market when your plan is close to maturity, at a time when you had to pay the planned fees for your child’s education.”


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Mr Khanna added: “Childsurance, with five unique features, can be the strong partner that parents seek to ensure that their children’s dreams come true, rather than see these dreams be compromised. This is captured humorously in our latest ad campaign.”


The effort to choose the right child plan is further supported on ground by the S.T.A.R. Test, a unique test that can be done in 7-10 minutes, and helps customers understand their needs scientifically and create a customized plan to secure their child’s future.




Advertiser: IDBI Federal Life Insurance Co Ltd


Aneesh Khanna: Senior Vice President, Head-Marketing and Product Management, IDBI Federal Life Insurance Co Ltd


Abhijeet Powdwal: VP, Marketing, IDBI Federal Life Insurance Co Ltd


Alok Kalra: AVP, Brand, PR & Digital


Creative Agency: Ogilvy & Mather India


National Creative Director: Abhijit Avasthi


Creative Director (Copy): Amitabh Agnihotri


Creative Director (Art): Samir Sojwal




Film director: Vivek Kakkad


Production House: Curious Films



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