SBI Life Insurance has unveiled its Children’s Day film titled ‘Paanchvi Diwali’ to raise awareness about nutrition and healthcare among rural and tribal children in India. The film leverages Artificial Intelligence to highlight the need for child nutrition, especially among the rural populace.
The digital video uses AI to narrate the story of a tribal mother and daughter residing in Rajasthan. The film talks of the efforts of the mother in making sure her child is healthy by taking her to the Anganwadi health center for regular check-ups. The child is healthy and shows positive growth and the fact that she will turn 59 months by Diwali fills the mother with excitement and she joyfully asks for her daughter’s Diwali treat. The daughter requests for Kheer which becomes a mission for the mother. The AI-led video captures moments of maternal sacrifices and determination culminating into a scene where the child, acknowledging her efforts, shares a spoonful of Kheer with her mother.
The campaign “Paanchvi Diwali” celebrates the successful partnership of parents and the Anganwadi health centers in safeguarding children’s health until they turn five years of age.
Issues related to malnutrition and lack of education among the tribal communities residing in Dhar (Rajasthan) and Baran (Madhya Pradesh) have been overcome through SBI Life’s interventions with Action Against Hunger NGO.
The campaign closes with poignant visuals of the mother and child celebrating Diwali, interspersed with real-life images of Sahariya tribe mothers and their children – a reflection of the campaign’s impact.
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