Why did an insurance company write a children’s story book?

Plum wanted to build relationships with decision-makers beyond business. We came up with a unique opportunity after conversations with founders and HR leaders—many valued bedtime reading as a 'sacred everyday ritual' but lacked stories from modern day workplace.

ESOP's Fables was born—a fun and quirky idea to help Plum as a brand build a more personal relationship with its customers. Traditional children's stories teach timeless values but fail to address modern workplace concepts like inclusivity and mental wellbeing. The professional world has evolved, but the stories we tell children about work haven't kept pace. We changed that.

Adithi's Work:

This was my first project with the company, and I contribute both as a creative writer and social content strategist.

Became a published author

Contributing two original stories to the ESOP's Fables collection. 'The Power of the Pack' drew subtle inspiration from Game of Thrones while conveying the strength of teamwork and collaboration in the workplace. My second story, 'Pollen, Pride and Prejudice', explored the important message that asking for help isn't a weakness—you don't have to shoulder every burden alone.

Landing Page Positioning

I crafted the landing page copy that would introduce the concept and communicate the book's value to both parents and professionals while showcasing Plum's innovative approach to go beyond insurance.

Multi-faceted Promotion Strategy

• Designed a multi-phase social campaign spanning pre-launch, launch day, weekend engagement, and follow-up content

• Drafted platform-specific messaging for company leaders across LinkedIn and Twitter

• Directed and shot four promotional videos featuring Plum's leadership team (Abhishek Poddar and, Priya Sunil Srinivas and Saurabh Arora)

• Sent physical copies to industry leaders, founders, and HR leaders who were parents

• Implemented my idea to place copies at F&B businesses who are Plum clients, extending reach to their customers

• Provided copies to co-workers who are parents so they have an answer when their kids "so what is your job"
  
  

Plum's Wins:

• Established Plum as a creative innovator in a traditionally conservative industry

• Converted 2 high revenue leads into clients right after the book launch event

• Generated the same buzz on LinkedIn in a single day that we typically achieve in a full month

• Grabbed attention among HR professionals and founders, who are our ideal customer persona

• Established deeper connections with decision-makers by engaging with them as parent

This brand activity engaged executives as parents, touching on values they prioritised both professionally and personally, while showcasing that an insurance company can create meaningful impact beyond policies and premiums.

Adithi is very proud of the work on this project. Grab a copy of the book here.