Another take at life


The story:
Autism is a concept well ingrained in film and literature. This ad is no exception in beautifully dealing with the disorder while showing an adorable father-son relationship. This ad hooks the audience till the end not revealing their brand until the end. It focuses on developing the story rather than the brand.

It begins with a doctor declaring the child (Ashu) as autistic and that it can't be cured. His father, despite this shock, accepts and takes it up as a challenge to bring Ashu up giving him every opportunity and heeding to his every demand. He becomes not only a loving father to Ashu, but also a nurturing mother.  The real twist comes when he has to be admitted to a course, and the father needs money. It is in the very same moment, his company shuts down, and his boss who had assured to help him is unable to do so. Now what??

The end is worth watching. It shows how an ever optimistic and always smiling Atul takes up this last challenge before finally the brand name is revealed.

The positioning:
Aditya Birla Sun Life has always advertised itself with a human touch, always being able to strike the right chord among the audience. Everyone cried when Yuvraj Singh came back after his treatment and said 'Jab tak balla chal raha hai,tab tak that chal raha hai. Jab balla nahi chalega toh..." This ad speaks of something similar: Honi ko aap nahi taal sakte, par honi bhi aapko nahi taal sakti. 

Every parent is worried about their children’s future, especially if they are differently-abled. Birla Sunlife Insurance comes into the scene as a savior. It presents itself as a support system to their children. The ad will have a direct impact on the parents of all such children who want their children to have a life more prosperous than they will have otherwise. Not forgetting the evergreen child-parent bond, delicately woven into a beautiful story! This bond is what gives the story a special charm.

Let us know your take on the Ad. Also if you have any ad in mind do let us know in the comments. Cheers!

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