IDBI Federal Life’s latest digital campaign, #BabyGotPlans, is firmly rooted in the milieu of increased choices and limited planning that children have today.

Said 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 kneejerk 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.”

The campaign has been conceptualised and executed by Social Kinnect, IDBI Federal Life Insurance’s digital agency.