The ‘Let Them Shine’ campaign attempts to bridge the gap between parents’ aspirations and kids’ dreams through candid conversations with children and their parents, separately.

Bharti AXA Life Insurance asked children about their dreams and life aspirations, and asked the parents what they thought was best for their kids based on their knowledge and understanding. There were hidden cameras that captured the parents’ measured response based on their observations of their children. The children’s responses were free-spirited.

This simple social experiment revealed that parents themselves are often completely unaware about their kid’s dreams. They were shocked to learn that their kids had such different dreams from the future they had possibly envisioned for them. They realised that investing in a child’s future has to be based on reality rather than assumption.

Bharti AXA Life Shining Stars is a child insurance plan that provides life cover to parents and protects their children and family from any financial instability. It gives assured pay-outs at maturity and helps the parents to accumulate sufficient wealth for several life turning points, including higher educational expenses, through disciplined savings.