SBI Life shows how dad is ‘Life Mitra’ this Father’s Day

This Father’s Day, SBI Life Insurance honours the multi-faceted role played by fathers in their child’s life as ‘Life Mitra’- a friend, mentor & financial guardian. This is depicted in SBI Life’s digital film released under the company’s flagship digital property #PapaHainNa to highlight the pragmatic & insightful side of fathers, who apply their experiences to navigate through life’s challenges.

The digital film showcases the essence of SBI Life’s brand philosophy, emphasizing the dual role played by fathers both as professionals and caregivers. By portraying a Life Mitra (life insurance advisor) in his element, guiding his son through a moment of crisis, the digital film aims to highlight how insurance advisors are well-equipped to handle both professional and personal challenges with equal finesse.

Speaking about the campaign, Ravindra Sharma, Chief of Brand, Corporate Communication & CSR, SBI Life, said, “Fathers have traditionally been seen as the providers for their families, working tirelessly to meet the needs and desires of their loved ones. However, this role has evolved significantly over the years. Today, a father is not just the inspiring head of the family, his ability to guide his family and kids to navigate through life’s hurdles makes him a trusted friend, mentor and confidant to his children. SBI Life’s #PapaHainNa digital film exemplifies how fathers can use their skills to nurture their children's growth, much like a Life Mitra who offers wise, empathetic guidance to address their client’s needs.

He further added, “We appreciate the remarkable commitment of SBI Life’s ‘Life Mitras’ towards their profession while showering immense love on their children, pushing them to pursue their dreams, driving them to never give up in the most difficult of times. SBI Life’s #PapaHainNa digital property acknowledges the role of every father who stand as an inspiration for their children, going above and beyond in supporting them and helping them achieve their dreams.”

Sahil Shah, President, Digital Experience at Dentsu Creative, said, "Our collaboration with SBI Life Insurance on this film celebrates Life Mitra fathers in a special way, portraying their dual roles as mentors and friends. With our longstanding association through SBI Life's Papa Hai Na campaigns, this time we aimed to highlight how a father's advice, rooted in friendship, never misses the mark."

The campaign integrates the brand’s proposition, "Apne Liye, Apno Ke Liye”, and underscores the philosophy of #PapaHainNa.