Mumbai: Taking the conversation ahead on mental health, life insurance company Future Generali India Ltd (FGILI) has launched its 360-degree brand campaign titled “PAPAsHealthAsliWealth.” Through this campaign, FGILI urges fathers to prioritise their health and well-being amid the celebration of Diwali this year. 

The 360-degree marketing campaign was launched through a short video film on social media on Monday. The film was shot by director Manish Sharma from P Se Picture.

"Insights show that fathers neglect their health in the process of providing the best to their families, which exposes them to a health risk, inadvertently exposing their family to an uncertain financial future. Going with this thought and connecting it to the core brand campaign message i.e #PapasHealthAsliWealth, the film talks to fathers, urging them to prioritise their health this Diwali for the family’s healthier and safer tomorrow," said the company.

Using the occasion of Diwali, the film starts with a visual of a father and daughter rushing out to their car after Diwali shopping. The film then shows how the father gets pulled into a work call while his daughter wants his attention to eating food that he has skipped. This is where through the young child’s perspective the film’s message is brought to light, and the father is forced to rethink his lifestyle. The film ends with the central idea “aapki sehat ka khayal rakhna aapki aur aapke apno ki bhi jimmedari hai.”

“At Future Generali India Life Insurance, we are focused on promoting healthy living amongst Indian fathers. Our new campaign takes the narrative forward by encouraging them to enjoy the festivities while taking care of their health to stay fit and healthy," said Future Generali India Life Insurance Company Ltd chief marketing & digital officer Ashish Tiwari. "We believe that health is the true wealth for fathers who work hard to provide the best for their families. The campaign will be launched on all digital channels and will be supported by exciting on-ground promotions."

The 360 campaign rollout will be in three phases, the insurance brand shared. Each phase will encapsulate various activities, with Phase one launching the teaser campaign on social media. Phase two will see the release of the brand film and customer/employee engagement activities. In phase three, social media will be used to sustain the campaign, it said.