India, June 17, 2026: SBI Life Insurance has released a new digital film under its long-running #PapaHainNa property, spotlighting a changing perspective on fatherhood and the role fathers play in helping children become more independent and resilient.
Released around Father’s Day, the campaign explores the idea that while fathers instinctively want to protect their children, true care often lies in giving them the confidence and freedom to experience life, make mistakes and learn from them.
Set during a family vacation, the film follows a young boy whose journey takes an unexpected turn when a bus breakdown encourages him to step away from his screen and engage with the world around him. As he interacts with local children, embraces new experiences and learns from small setbacks, his father realises that growth comes not from avoiding challenges, but from learning how to navigate them.
The campaign reflects the evolving role of fathers who seek to balance protection with trust, allowing children to develop confidence, curiosity and resilience through lived experiences.
Speaking on the campaign, Ravindra Sharma, Chief of Brand, Corporate Communication and CSR, SBI Life Insurance, said, "Fatherhood today is evolving in subtle yet meaningful ways. While the instinct to protect remains unchanged, today’s fathers increasingly recognise that some of life's most valuable lessons come from experience. In trying to safeguard children from uncertainty, it is easy to overlook the role that ‘challenges’, ‘mistakes’ and ‘exploration’ in building a child’s confidence and resilience."
He added, “Through our latest SBI Life's #PapaHainNa digital film, we bring alive the evolving role of fathers who understand that true protection is not just about keeping their children safe, but about preparing them for life—by giving them the confidence to explore, learn from their experiences, and grow into independent individuals. The film reflects a simple but powerful truth: sometimes the greatest expression of care is not holding on tighter but knowing when to let go.”
The campaign is rooted in SBI Life’s philosophy of ‘Apne Liye, Apno Ke Liye’, reinforcing the idea that responsible planning is not only about financial security but also about preparing loved ones to face the future with confidence and self-belief.
