86343601-F551-413A-A2C5-4C91B1960AAF Created with sketchtool. D1681562-9B56-4AA3-A659-E4329F356674 Created with sketchtool. 934F8DA0-9E27-42BD-8CE3-D245838B7017 Created with sketchtool. ABBF01E5-99A9-4F8E-A5B6-D8D0DFCAA1DF Created with sketchtool. 52B86ADF-15D7-4BEB-87CA-3619D1900DF7 Created with sketchtool. 7589DD6C-9BE1-49A5-8D68-4F50FBA8B794 Created with sketchtool. close button Created with Sketch. 6BB0D236-0C4D-43DD-9499-76C2156B2D45 Created with sketchtool. 2C0B0BEE-6DF1-41ED-96BE-B08D012E4E7E Created with sketchtool. 0C8DBC52-E08E-4F0A-AE54-AE9BB73113CC Created with sketchtool. instagram Created with Sketch. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. C9FD7B3E-0845-41B2-ACCB-6714158590FB Created with sketchtool. 9390E317-BF7B-47ED-B954-052183D5FB1C Created with sketchtool. 33AF606F-4AB8-48BF-88F5-131EAFCB6433 Created with sketchtool. 8318C22D-D94B-44A9-AB45-C1392FAA4A70 Created with sketchtool. 61A8DE16-3685-4C96-8420-67656881EA29 Created with sketchtool. D1CB3555-9A1D-4970-80EF-E3ABD5BACF7D Created with sketchtool. F80B5C4D-057D-4477-AF86-E46BC62AC7A4 Created with sketchtool. Search icon Created with Sketch. A3C99BA3-E981-44D5-BCA9-B1C8A5D09E36 Created with sketchtool. BC8D40A0-6611-4C38-8AD4-8E2D17FA6DC3 Created with sketchtool.
Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

ANNAPRASAN

ClientBIRLA SUN LIFE INSURANCE
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
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

Describe the brief from the client:

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

Describe the results in as much detail as possible.

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.