ANNAPRASAN

ClientBIRLA SUN LIFE INSURANCE
ProductCHILDREN'S FUTURE SOLUTIONS
EntrantM&C SAATCHI DIRECT AND DIGITAL Mumbai, INDIA
Type of EntryUse of Direct
CategoryA01. Mailings
TitleANNAPRASAN
Product/ServiceCHILDREN'S FUTURE SOLUTIONS
Entrant Company:M&C SAATCHI DIRECT AND DIGITAL Mumbai, INDIA
DM/Advertising Agency:M&C SAATCHI DIRECT AND DIGITAL Mumbai, INDIA

The Brief

Even today, Indian parents are conservative when it comes to their children's career choices. The challenge was to break this mindset so young couples could open the doors to alternate professions for their children. We wanted SHNI parents (Super High Net-worth Individuals) to call, sms or visit our website so that we could help them plan ahead for their child's career using Children's Future Solutions from Birla Sun Life Insurance.

Creative Execution

Annaprasan is a ritual performed by Indians, in which the infant is presented with gold coins (symbolizing wealth), a book (symbolizing learning), a pen (symbolizing career), a pot of soil (symbolizing property) and such other objects. The child's future direction and prospects in life are indicated by the object which (s)he prefers holding and playing with. Our creative execution took this ritual rooted in Indian tradition (and yet unexplored in any creative communication in India), and put a completely modern, yet very relevant twist to it, which instantly resonated with young parents.

Describe the creative solution to the brief/objective.

We sent parents an Annaprasan (an Indian ritual related to finding your calling in life) tray with objects that represent modern career options, which are fast gaining speed in India. The idea was to open up the old-school parents' mind to the various new career options that their child may be attracted to. The website notjobsbutpassion.com was created to allow parents to take simple aptitude tests for their kids and know more about the finances required for these new-age careers

Results

Mail packs were sent out to 2000 SHNI (Super High Net-worth Individual) prospects and 178 (a whopping 8.9% response) of them bought a Child Plan for an Annual Premium of Rs. 70,000 each. This resulted in total revenue generation of Rs. 12.46 Million which was more than 5 times the expected response. It also helped drive traffic to the website notjobsbutpassion.com. All this, at a mail pack cost of just Rs. 1 Million.

Credits

Name Company Position
Ganapathy Ramachandran M&C Saatchi Direct & Digital Group Head (Copy)
Raghava Rao M&C Saatchi Direct & Digital Creative Director (Art)
Sumantra Sengupta M&C Saatchi Direct & Digital CEO
Shashank Patwa M&C Saatchi Direct & Digital Account Director
Rini Mehta M&C Saatchi Direct & Digital Account Management
Prashant Raje M&C Saatchi Direct & Digital Head - Studio & Production
Deepak Agarwal M&C Saatchi Direct & Digital Executive Creative Director