Mumbai: Ahead of Father’s Day, SBI Life Insurance has launched a new edition of its popular digital campaign #PapaHaiNa, celebrating fathers who not only protect their children but also empower them to embrace life’s experiences with confidence and courage.
The latest digital video commercial (DVC) highlights the evolving role of modern fathers, emphasizing that preparing children for the future is not about shielding them from every challenge, but about helping them develop the resilience and self-belief needed to navigate life independently.
Set against the backdrop of picturesque mountain landscapes, the film follows a family vacation where an unexpected bus breakdown encourages a young child to step away from his mobile screen and engage with the world around him. Through interactions with local children, the boy discovers new experiences and learns valuable life lessons, prompting his father to realize that true growth comes not from avoiding every fall, but from learning how to rise again after setbacks.
The campaign underscores a powerful message: genuine security lies not in controlling every aspect of a child’s life, but in nurturing the confidence that allows them to explore, learn and grow. It reflects the balance modern fathers strive to maintain between protection and independence, helping their children become self-reliant and resilient individuals.
Speaking about the campaign, Ravindra Sharma, Chief of Brand, Corporate Communication and CSR at SBI Life Insurance, said that the meaning of fatherhood is evolving.
“While the instinct to protect remains unchanged, today’s fathers increasingly understand that some of life’s most valuable lessons come through experience. Challenges and mistakes often help build confidence and character in children,” he said.
Sharma added that the latest #PapaHaiNa campaign pays tribute to fathers who recognize that real protection is not just about safeguarding children but preparing them for life. “Sometimes the greatest act of care is not holding on tightly, but knowing when to let them spread their wings,” he noted.
The campaign aligns with SBI Life Insurance’s philosophy of ‘Apne Liye, Apno Ke Liye’ (For Yourself, For Your Loved Ones) and highlights the role fathers play in fostering confidence, independence and emotional strength in their children.
This Father’s Day, the #PapaHaiNa campaign salutes fathers who go beyond providing security and inspire their children to face life’s uncertainties with determination and self-assurance, reinforcing the belief that strong planning today helps create a more secure tomorrow.
