| 22 Sep 2023
Big FM and IDBI Federal Life Insurance bring 33 on-air short films featuring children for the 'Childsurance' Campaign

MUMBAI: IDBI Federal Life Insurance, one of India’s growing life insurance companies and Big FM, launched a unique 'Childsurance Radio Film Festival’ across 11 Indian cities. The IDBI Federal Life Insurance’s Childsurance category offers innovative solutions that help young parents systematically plan for the future needs of their children. IDBI Federal Life Insurance has already launched its humorous outdoor campaign featuring angry babies across the country to promote its Childsurance category. Taking this idea forward, through its expansive radio reach, Big FM launched Childsurance Radio Film Festival. The channel invited young parents to send in entries of their children (0-8 yrs) and get a chance to feature in 33 short films in six languages. The auditions were conducted over a period of 3 weeks. The auditions witnessed extraordinary participation – 121 children were selected from over 1500 who auditioned for the Childsurance Radio Film Festival.

The concepts revolved around the central theme ‘your child will not look this cute when she/he is angry at the age of 18 years’. The call for auditions saw enormous participation for the short format films produced in six different languages namely Hindi, Bengali, Malayalam, Telugu, Tamil and Kannada. With the voice of over 1500 children screened and more than 500 children auditioned, the Childsurance Radio Film Festival garnered an overwhelming response.

While the campaign aimed at educating the parents on the importance of securing their child’s future, it also provided children with a platform to showcase their talent. The Childsurance Radio Film Festival witnessed a sea of young guns / children from different cities with a lot of unexplored talent and poise in store. The 33 short films like Toofani Baache, Bachho Ki Ramleela and Bachho Ki FIR emphasized the central theme of the campaign.

Explaining the campaign objective, IDBI Federal Life Insurance, Chief Strategy and Marketing Officer, Aneesh Khanna, said, “The angry baby outdoor campaign has worked very well for the brand so far. Extending this idea further, the company has launched ‘Childsurance Radio Film Festival’ with Big FM. Apart from enthusiastic participation, we were amazed with the amount of talent the kids have showcased. All the 33 films are a complete laugh riot with kids using adult-like ways to have their babyish demands fulfilled. As parents find themselves entangled in their struggles to fulfill these funny demands from the kids, they are left with an important message – these kids with similar tantrums may not look this cute when they turn 18! With kids playing adult-like characters, these radio films are totally entertaining. Apart from being a one of its kind entertaining initiative, it will help the brand meaningfully connect with its audiences across the country.”

Speaking on the campaign, a spokesperson from Big FM said, “At Big FM, we have always believed in offering differential content to our listeners. We have consistently delivered successful and innovative campaigns in association with IDBI Federal Life Insurance and the Childsurance campaign is one such example. The campaign has received an overwhelming response and we further aim to introduce many more such innovative campaigns which will not only be appreciated by listeners but also help us create a benchmark on innovative programming for radio.”