MUMBAI: On the occasion of Father’s Day, SBI Life launched 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 total views crossing 14 lakh since launch.

The campaign was conceptualised 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.

SBI Life MD and CEO Arijit Basu said, “At SBI Life, we have been creating communication under the broader brand philosophy of Celebrate Life. Right from the ‘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.”

SBI Life Insurance brand and corporate communication head Braj Kishore added, “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.”

Mindshare South Asia CEO Prasanth Kumar 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.”