Kochi, June 17, 2022: Over the last few years, especially in the pandemic era, there has been a noticeable shift in the mindset of today’s fathers. They are not just defined as a family provider or bread-earner but also choose to have a clear vision for themselves to pursue their passion while safeguarding the happiness of the family. Independence in thinking but collective in approach, today’s father is comfortable seeking individual wants while caring for the needs of their family.
Leaping on this trend, SBI Life Insurance, this Father’s Day, encourages fathers to make the big leap for his passion, simultaneously as he takes care of his family’s needs and thereby, motivates fathers to pursue their dreams with great determination and conviction. This is showcased in the newly launched digital video campaign – ‘Papa Ki Nayi Kahaani’ which is a part of the company’s annual digital property #PapaHainNa. Weaving in the brand purpose, ‘ApneLiye, ApnoKe Liye’, the company also aims to ignite the act of balancing their life by being zealous towards their dreams while they stand strong for their family.
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