MxMIndia

Tag: Ravindra Sharma

  • SBI Life’s #PapaHainNa – Mera Papa Formula leverages technology to let fathers discover their unique traits and share with loved ones through music

    SBI Life launches #PapaHainNa campaign for Father’s Day

    By A Correspondent

     

    SBI Life Insurance has launched an interaction-led campaign #PapaHainNa – MeraPapaFormula in the lead up to Father’s Day.

     

    Airing his thoughts on the occasion, Ravindra Sharma, Chief of Brand and Corporate Communication, SBI Life said: “Fathers have a peculiar way of expressing their love, over the years #PapaHainNa has tapped into various cultural nuances to celebrate the spirit of father’s love. ‘Mera Papa Formula’ as a concept leverages technology to take fathers on a journey for self-discovering their ‘Papa Formula’ and sharing it with loved ones through music. We encourage fathers from across the world to share their ‘Papa Formula’ with near and dear ones and hope this helps all of us to better understand fathers and truly appreciate their place in our lives.”

     

    Speaking on the campaign, Rajiv Dingra, Founder and CEO, WatConsult said: “With an aim to celebrate Father’s Day, we launched ‘Mera Papa Formula’, an amalgamation of music and interactive tech, showcasing how every father has a unique Papa-Formula for their children. We have created a micro-site allowing fathers to find out a formula that define their traits as a father, thus enabling their extended families, friends or children to rejoice the precious and vital role played by fathers in nurturing the family.”

     

     

  • An initiative launched by SBI Life Insurance to encourage self-examination for early detection of Breast cancer

    SBI Life takes ‘Thanks A Dot’ to rural India

    By A Correspondent

     

    On World Health Day, SBI Life Insurance organised ‘Thanks A Dot’, a Breast Cancer awareness drive in Sonepat, Haryana. Research indicates that one in three women in rural India have not heard of the deadly disease and as many as 90 per cent are unaware of the possibility of self- breast examination. More than 60 women along with a few men of the village attended the workshop and all of them received the ‘Thanks-A-Dot’ kit free of cost.

     

    Taking the initiative to the rural interiors, Ravindra Sharma, Chief of Brand & Corporate Communications, SBI Life Insurance said: “Breast cancer is most common in women and can be cured if detected at an early stage. Most women in rural areas neglect their health and delay in seeking medical advice early because of unawareness, illiteracy, myths or superstition and many a times, due to financial constraints. It is imperative for these women to have deeper understanding and awareness of the symptoms of this disease. Therefore, we took ‘Thanks-A-Dot’ initiative to the rural interiors to create awareness and encourage every woman to spur a positive conversation about self-breast examination among each other and get away with sense of hesitation.”

     

    Said Rajiv Dingra, Founder and CEO, WatConsult, “Recent studies indicate that 1 in 3 women in rural India have not even heard of breast cancer and unfortunately, 90% of them are unaware of the possibility of self- breast examination. This clearly highlights the lack of awareness in these areas and the need for women in rural India to understand the nuances of breast cancer, the prevention methods and the necessary steps to be taken. With Thanks a Dot, we reached out to a village in Haryana to initiate the positive conversation around breast health.”

     

     

  • SBI Life launches its second ad film under the 'Main Se Hum' brand campaign, focused on protection category

    SBI Life releases second ad film under ‘Main Se Hum’ series

    By A Correspondent

     

    SBI Life Insurance has released a new ad film under its ‘Main Se Hum’ brand campaign.

     

    Said Ravindra Sharma, Chief of Brand & Corporate Communications, SBI Life Insurance: “Our communication is aimed at having a universal appeal for insurance and simultaneously establishing a emotional connect with the consumer. We believe our creative partners have stood up to the challenge of integrating a financial product like insurance with elements of humor and romance, making it a topic of household conversations.”

     

     

  • With this initiative, the brand aims to reach out to newer audiences

    SBI Life goes for prog digital OOH campaign

    By  A Correspondent

     

    SBI Life Insurance launched its programmatic digital out-of-home (OOH) campaign in India. Planned by WatConsult, the innovation will be leveraged as an extension of SBI Life’s ‘Main Se Hum’ campaign.

     

    Said Ravindra Sharma, Chief of Brand & Corporate Communications, SBI Life Insurance: “For a long time, marketers have been trying to bridge the gap between offline and online audience, to holistically target consumers. Using the existing advertising ecosystem, the programmatic digital out of home campaign (DOOH) successfully bridges the offline to online audience gap, by simple yet intelligent application of technology.” He further added, “At SBI Life we take great pride in being the early adopters of upcoming technologies and are extremely thrilled to start 2019 on an innovative note. We believe this will mark a transformation in the evolution of digital marketing.”

     

    Added Rajiv Dingra, Founder and CEO, WatConsult: “With this activity, SBI Life adds another innovation with us with the key objective of testing Digital OOH, extend further reach for their “Main Se Hum” campaign exploring New Year as a topic to leverage and programmatically retarget with relevant brand messages. Well, this is the first-of-its kind initiative in India and will surely open more dynamic avenues for the brand in the coming future.”

     

     

  • The campaign will target today’s consumer across multiple platforms through conventional marketing media

    SBI Life extends the ‘Main se Hum’ brand campaign on ground

    By A Correspondent

     

    SBI Life Insurance has collaborated with advertising start-up CupShup to help convert tea and coffee cups into a platform for brands.

     

    Commenting on the collaboration, Ravindra Sharma, Chief of Brand & Corporate Communication, SBI Life Insurance Company Ltd., said: “Conversations over a cup of tea have a lot of cultural overtones in our social setup, we are most close to people which whom we take our tea breaks and speak out the heartfelt. We found this opportunity to capture attention over the tea break most apt to share the message of Main Se Hum, which is about taking on the happy responsibilities for our loved ones.” He further added, “The challenge to connect with today’s consumer is to device strategies which are unintrusive yet powerful enough to capture their mind-space. In that context, the association with CupShup works as a fitting extension for Main Se Hum, as it places the brand literally in the hands of our consumers without interrupting their routine. We hope to leverage the social beverage of India to encourage today’s consumer to take on insurance as happy responsibility”

     

    Added Sidharth Singh, Co-Founder, CupShup: “We are extremely glad to tie up with SBI Life for this campaign. The beauty of paper cup marketing is that it is targeted and takes the brand to the right hands, literally! Having tea is an emotion for Indians and the paper tea cup is a part of their life everywhere they go. Tea drinking is a social habit that triggers discussion and engagement. With paper cup branding, relationship building is easier and that is also the idea behind SBI Life’s ‘Main se Hum’ campaign.”

     

     

  • SBI Life is one of the largest Life Insurance players in the category

    SBI Life appoints Mullen Lintas & Mindshare

    By A Correspondent

     

    SBI Life in its effort to establish a deeper connect with its consumers has appointed Mullen Lintas as creative agency and Mindshare as its media agency, following a closely contested multi agency pitch.

     

    Ravindra Sharma

    Said Ravindra Sharma, SVP & Chief of Brand & Corporate Communication, SBI Life: “In today’s landscape where new marketing tools and techniques are launched every other day, staying imprinted on the minds of consumers is a continuous challenge. As a brand SBI Life is building a culture to connect with consumers emotional motivations, which are deep-rooted in their need for protection. In this context the strategic thought process and approach presented by Mullen Lintas and Mindshare aligned with our brand ethos reinforcing our confidence to bring them on board.” He further added. “We look forward to see both agencies jointly deliver on developing a unique refreshed communication for SBI Life, which will create a deeper emotional connect with our consumers”.

     

    Amer Jaleel

    Said Amer Jaleel, Chairman at Mullen Lintas: “The (SBI Life) brand has created some really memorable work in the past which we hope we can build on to take the brand higher. I am personally excited at coming back into the life insurance space again. I have a lot of fond memories of working at Lowe with Balki on the category and am really excited for this new journey,”

     

     

    Prasanth Kumar

    Commenting on the win, Prasanth Kumar, CEO, Mindshare, South Asia, MENA and Africa noted: “Being one of our esteemed client partners, this is a joyous moment for us that SBI Life is continuing our relationship. We appreciate the renewed opportunity by SBI Life as we now look forward to strengthening our delivery across brand strategy coupled with insightful data, engaging content and innovations to contribute to the brand’s success.”

     

     

  • SBI Life wants to bring alive this truth through its new campaign 'Hain Taiyyar Hum'

    SBI Life unveils latest campaign to promote ‘Sampoorn Cancer Suraksha’

    By A Correspondent

     

    Leading private life insurance company SBI Life has launched ‘Sampoorn Cancer Suraksha’, a new offering to help customers prepare in case of a cancer diagnosis.

     

    Speaking about the new offering and ‘Hain Taiyyar Hum’, Ravindra Sharma, SVP & Chief – Brand and Corporate Communication, SBI Life said: “When one talks about cancer, we hear about the emotional and physical struggle one goes through and the mental strength required to fight it. What one does not speak about is the financial preparedness which plays a crucial role in the fight against cancer. With the launch of ‘Hain Taiyaar Hum’ campaign, the idea was to reflect the thought of being prepared, if need arises, to battle the disease by engaging consumers on an emotional platform. Real life scenarios helped us to connect emotionally with the audience which in turn brought out the message of financial preparedness very clearly.

     

    Speaking about what went into ‘Hain Taiyyar Hum’ from a creative perspective, Amod Dani, Executive Creative Director, Leo Burnett Orchard said: “This is a campaign that is very close to us. We understand that cancer does not just affect an individual but the entire family at large. It can be quite depressing and people often lose hope. This is exactly why we wanted to create a positive, inspirational narrative focussing on the ability to survive and overcome this challenge. Data tells us that people who have beaten the disease are the ones who have prepared for it or have had the financial might to fight it. Our #HainTaiyyarHum campaign stresses eloquently on the merits of preparation. How being prepared is the key to overcoming any and all challenges. Taking the vignettes from across the lives of different individuals we crafted a poetic narrative that showcased the preparation stories of real people through film and webisodes.”

     

  • The TVC lays emphasis on the idea of not having to compromise one's wishes while ensuring family's protection

    SBI Life unveils campaign to promote new endowment plan

    By A Correspondent

     

    SBI Life has launched its latest TVC campaign for ‘SBI Life – Smart Bachat’ plan, titled –Kuchapnokeliye, kuchapneliye (now fulfil your family’s wishes along with your own). The campaign has been created by Orchard Advertising. The TVC has an emotional appeal through which it connects with the audience, laying emphasis on the idea of not having to compromise one’s wishes while ensuring family’s protection.

     

    The TVC opens with a family in an airport, where they spot a famous cricketer and run towards him to get a glimpse. First, the ladies from the family urge to take their photos with the cricketer and then the children and senior members insist on doing the same. All this while, the protagonist (father) keeps clicking photos even though deep down, he too wants a photo with the cricketer. Everybody starts leaving and the father is sad that he could not fulfil his wish while fulfilling for others. Just then, the cricketer taps the father’s shoulder and asks him to take a selfie with him, for which the he poses happily and a voice over plays towards the end–It feels so good when you find a little joy for yourself, while securing your family’s happiness.

     

    Speaking on the launch of the campaign, Ravindra Sharma, Head – Brand and Corporate Communication, SBI Life, said, “People feel life insurance is important yet they don’t buy it, as they don’t see any benefits for themselves in it. They realize that while securing family’s future is important, it should also add value to their own lives. While buyers have evolved in their needs, life insurance brand communication hasn’t evolved at the same pace. The role of the insurance buyer as the ‘selfless’ provider has not changed in category communication over the years. This presented a great opportunity for SBI Life to change the conversation in the category and connect strongly to the life insurance buyers of today.”

     

    Explaining the campaign, Sharmine Panthaky, Head of Office, Orchard Advertising, Mumbai, says: “In a category full of parity products, building relevance and differentiation over functional attributes wasn’t going to move the needle. The only way to achieve our task was to connect with our audience over a strong emotional truth. The insight we hit upon was an enduring cultural truth of today, which is – we are increasingly investing in self. The product has dual benefits of enabling protection and savings, so we summarized with the phrase “Kuchapnokeliye, kuchapneliye”, which brings out the essence of the offering and connects with the audience.