SBI Life's #PapaHainNa presents a heartfelt tribute to fathers who always show up

Time of India

18-06-2025

SBI Life Insurance
's newest digital film,
Papa Bhooltey Nahin
, unveiled under the #PapaHainNa digital property, powerfully revels the quiet strength and emotional resilience of fathers. Launched on Father's Day, the campaign pays tribute to dads who, no matter what roles they embrace, remain steadfast to the promises they've made to their loved ones.
The digital film opens by immersing us in the daily professional lives of three fathers—a hockey coach, a forest officer, and an architect—each confidently steering through their responsibilities. Whether it's guiding a player down the rink, leading an important briefing, or scrutinizing a site plan, their focused hands symbolize direction, determination, and disciplined leadership.
Through a series of smooth transitions, the same hands are shown cradling a baby, playfully waving a toy wand, or meticulously building blocks at home. The contrast is subtle yet profound, revealing that those very hands which command with authority also nurture with tender love. This seamless interplay captures how fathers gracefully navigate between their professional commitments and the warmth of home, all driven by an unwavering sense of duty.
Since its debut, the campaign has resonated deeply with viewers, igniting discussions across digital platforms about the understated yet enduring power of fatherhood. By rooting its storytelling in everyday moments,
SBI Life
prompts us to reconsider the true meaning of protection—not as a mere product, but as a quiet, heartfelt commitment lived out daily.
SBI Life, through #PapaHainNa, redefines protection as more than financial security. It is a lifelong promise, born from love and responsibility, that underscores the belief that genuine protection is subtle, consistent, and intentional. By acknowledging this profound commitment, the brand inspires each of us to honor the promises we hold dear, just as a devoted father does.
Brand Connect Initiative