|Brand||BIRLA SUN LIFE INSURANCE|
|Product / Service||CHILDREN'S FUTURE SOLUTIONS|
|Entrant||M&C SAATCHI DIRECT AND DIGITAL Mumbai, INDIA|
|Entrant Company:||M&C SAATCHI DIRECT AND DIGITAL Mumbai, INDIA|
|DM/Advertising Agency:||M&C SAATCHI DIRECT AND DIGITAL Mumbai, INDIA|
|Ganapathy Ramachandran||M&C Saatchi Direct & Digital||Group Head|
|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|
|Varun Bodhwani||M&C Saatchi Direct & Digital||Group Head (Copy)|
Indian parents still have traditional mindsets and want their children to opt for conventional careers. But, children today have many more options which they might want to explore. The challenge was to break the mindset of young couples so they would consider alternate professions for their children. We wanted parents to call, sms or visit the Birla Sun Life Insurance website so that we could help them plan ahead for their child's career using Children's Future Solutions.
This creative execution was an interesting and unexpected way to bring out the dissonance that every child goes through while growing up. Young minds see the entire professional world with confused eyes, and this mailer got parents to experience exactly that.
We devised a unique book which allowed parents to experience firsthand, the uncertainty their child goes through, while choosing a career. This book was based on the insight that even a single word can stand for two very different professions. Also, 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 their new-age careers.
The Flipside books were sent out to 12,000 prospects. 552 (a response rate of 4.6%) of them responded and bought a Child Plan for an annual premium of Rs. 30,000 each. This resulted in total revenue generation of Rs. 16.56 Million. It also helped drive traffic to the website notjobsbutpassion.com. All this, at a mail pack cost of just Rs. 2.4 Million.