SBI Life Insurance reminding us to express our love for dad- #PapaKiPappi a campaign by WatConsult

SBI Life Insurance has been every Indian’s life insurer for years, encouraging people to secure their future, so they may cherish the little things and celebrate life in the present. This time around, SBI Life Insurance wanted to remind children to express their love for their fathers more often. #PapaKiPappi

As time goes by, children get so busy worrying about their father, they forget to express their affection. The love is eclipsed by a mounting concern. In an attempt to evoke this snoozing emotion and bring it alive, WATConsult, India’s leading digital and social media agency, decided to give everyone a little nudge, reminding them to express their love for their fathers.

They conducted a social experiment as part of the #PapaKiPappi campaign in which they brought fathers and their kids together and got them talking. There was just one little twist—the fathers donned an unrecognizable disguise! Playing director, they asked their children some interesting questions, such as “When was the last time you talked to your father?” and “What’s that one thing you like the most about your father?” At the end of the questioning, the fathers made their big reveal in a heartfelt, tear-jerking moment.

The video reached over 19 million people on Facebook. Nearly, 6.5 million people viewed the video. It received more than 6000 shares and generated 100,000 reactions.

Campaign: SBI Life – #PapaKiPappi
Agency & Production House- WatConsult
Client – SBI Life Insurance
VP Video- Manu Bhadane
Client servicing-Aakash Chatterjee Kunal Luhar Rashi Agrawal Nimisha Solanki
Executive Producer – Yash Danak
Written & Directed by – Arunesh Kripal
DOP – Saket Gyani
Senior Production Manager – Apurva Mehta
Jr Production Manager – Richa Parashar
Sound design – Wasim Ansari
Casting Director – Hemalii Naik
Production Designer – Suneel Kharat
Costume & Styling – Shashank Vara
Prosthetics & makeup – @Nahush Pise (
Content writer – Dhanashri Kamate
Creatives – Pallavi Vengurlekar Pawaskar & Parag
Offline Editor – Miheer Ranade
Online Editor & Motion Graphics Supervisor – Madhukar Pawar
Junior online editor – Wayne Fernandes
Color Correction Studio – Lucia Entertainment
Color Correction Artist – Bhushan
Studio – Brooks Cable Works

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