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On Father’s Day, SBI Life’s #PapaHainNa digital film showcases father’s unspoken commitments

  • CNM Reporter

The film highlights a father’s responsibility not only towards his immediate family, but also towards the society

The pandemic has re-shaped our perspective around the responsibilities of fathers at home and the way they are adapting to a new lifestyle while simultaneously fulfilling the promise of protecting their family. Recognising the larger role played by Fathers towards the family as well as society, this Father’s Day,SBI Life Insurance,  has released a heart-warming digital film. It depicts the emotional and protective side of a father towards his evolving responsibilities amidst the pandemic.


Conceptualized by WAT Consult, the digital film showcases a bond between a father and a young boy with an emotional twist in the end. While speaking to the father, the young boy is trying to cover up his troubles in dealing with the challenges brought about by the pandemic induced lockdown. But thanks to a father’s instinct, he understands the young boy’s troubles and extends all possible help. The warmth displayed in their conversation makes it easy to believe that it is a father-son relationship. However, towards the end of the film, it is revealed that the man is not
the biological father of the boy. In fact, the young boy is the child of his domestic help, who has been taking care of his family for years. Ravindra Sharma, Chief of Brand, Corporate Communication & CSR, SBI Life, said,

“While men have been consistently taking up household responsibilities as an intrinsic part of their lives, the pandemic and lockdowns have brought to focus,the lesser spoken role of fathers, owning up responsibilities over and above family duties. Our Father’s Day film, in essence, is an insight that is being widely observed in the Indian households today, wherein families are extending help to people unconditionally. SBI Life’s #PapaHainNa campaign is a hat tip to fathers who are actively contributing towards bringing about a societal change.”The film highlights how, during the pandemic, fathers are not only breaking stereotypes by participating in domestic chores, but also fulfilling their promise of protecting their immediate as well as extended family. Heeru Dingra, CEO, WATConsult said, “SBI Life’s digital property,#PapaHainNa, has been celebrating the spirit of a father’s love since 2015. This Father’s Day, the brand continues to live up to the tradition with yet another heart-
warming campaign focusing on a father’s commitment to protect. Fathers are rightly titled as superheroes because they inevitably save the day. Hence, brands have leveraged this beautiful father-child bonding concept extensively. However, this campaign is so much more. It’s bound to leave our viewers speechless, courtesy the unexpected twist.”About SBI Life’s #PapaHainNa Digital Property:SBI Life’s #PapaHainNa digital property has been successfully running since 2015. On every Father’s Day, SBI Life launches a new film showcasing a supportive side of a father and his influence on his family, especially his children. These films capture different aspects of fatherhood – from the role of a father as the ‘protector’ of his family to the flavour of modern fatherhood to capturing the precious moments between a father and child during the lockdown.
About SBI Life Insurance:SBI Life Insurance (‘SBI Life’ / ‘The Company’), one of the most trusted life insurance companies in India, was incorporated in October 2000 and is registered with the Insurance Regulatory and Development Authority of India (IRDAI) in March 2001.
Serving millions of families across India, SBI Life’s diverse range of products caters to individuals as
well as group customers through Protection, Pension, Savings and Health solutions.
Driven by ‘Customer-First’ approach, SBI Life places great emphasis on maintaining world class
operating efficiency and providing hassle-free claim settlement experience to its customers by
following high ethical standards of service. Additionally, SBI Life is committed to enhance digital
experiences for its customers, distributors and employees alike.
SBI Life strives to make insurance accessible to all, with its extensive presence across the country
through its 947 offices, 17,464 employees, a large and productive individual agent network of about
170,096 agents, 57 corporate agents, a widespread bancassurance network of 14 partners, more
than 28,000 partner branches, 107 brokers and other insurance marketing firms.
In addition to doing what’s right for the customers, the company is also committed to provide a healthy and flexible work environment for its employees to excel personally and professionally.
SBI Life strongly encourages a culture of giving back to the society and has made substantial
contribution in the areas of child education, healthcare, disaster relief and environmental upgrade. In 2020-21, the Company touched over 4.30 lakh direct beneficiaries through various CSR interventions.
Listed on the Bombay Stock Exchange ('BSE') and the National Stock Exchange ('NSE'), the company has an authorized capital of Rs. 20.0 billion and a paid up capital of Rs. 10.0 billion. The AuM is Rs. 2,208.7 billion.
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