MxMIndia

Tag: SBI Life

  • This is being billed as one of the largest protagonist-led initiative to unite India in its fight against Covid-19

    Zee unveils new anthem in collaboration with SBI Life

    By A Correspondent

     

    Zee Entertainment has joined hands with SBI Life Insurance and Mindshare to produce the ‘We Can, We Will!’ anthem, which involves 27 TV artists singing the anthem in their local languages to invigorate the nation to fight against Covid-19.

     

    Expressing his views on the collaboration, Ashish Sehgal – Chief Growth Officer, Advertisement Revenue, Zee Entertainment Enterprises said: “As a network, Zee has always believed in ‘Customer First’ and this venture of creating an anthem of collective unity for SBI Life with Zee is truly one such classic example from our Content & Partnership team. Similarly, SBI Life with the thought of the anthem to inspire the collective willpower of the nation, hit a synergy with Zee when they during difficult times thought of creating this anthem to rally our nation’s battle against the corona outbreak. The anthem has been executed with 27 powerful influencers of Zee in nine languages from their homes and edited remotely to take it live across the network through a roadblock, truly exemplifying Zee’s philosophy of Extraordinary Together through an extraordinary feat.”

     

    Talking about this association, Ravindra Sharma, Chief of Brand & Corporate Communications, SBI Life Insurance, added: “The Coronavirus outbreak has thrown up multiple, unprecedented challenges for people from all walks of life, the entire nation is exploring solutions to tide through this crisis. In current times of self-isolation, the anthem is our humble effort to lift the spirits of every individual and remind them that as a nation we need to stay together, as with our collective will power we will overcome the biggest of challenges.”

     

    Said Amin Lakhani, Chief Operating Officer Mindshare South Asia: “These are indeed challenging times for mankind. People from all walks of life have been affected in some way or the other. There’s massive uncertainty, anxiety and boredom that is impacting our morale. This initiative is our humble effort to help uplift the spirit of our nation. We Can, We Will! is a unique anthem. For amplifying this message, Zee was the perfect partnership. It deployed its huge network presence throughout India and with the help of 27 celebrities in nine languages reinforced the belief that together India can, and India will win!”

     

     

  • Anthem aims to highlight the influence of collective willpower to sail through the ongoing crisis while maintaining social distancing

    SBI Life unveils emotional anthem in battle against Covid-19

    By A Correspondent

     

    SBI Life Insurance has unveiled an anthem titled ‘We can, we Will’ anthem that reiterates the power of collective unity and solidarity to fight the spread of Covid-19.

     

    The anthem has been conceptualised by Be the Bee and the video featuring 27 TV celebrities from various parts of the country was executed by Mindshare. Establishing a regional connect, the celebs can be seen singing the anthem from their respective homes in local languages like Hindi, Marathi, Telugu, Kannada, Tamil, Malayalam, Bengali, Assamese and Odia, thereby reflecting the nation’s true spirit of unity in diversity.

     

    Said Ravindra Sharma, Chief of Brand & Corporate Communications, SBI Life Insurance: “The Corona virus outbreak has thrown up multiple, unprecedented challenges for people from all walks of life and the entire nation is exploring solutions to tide through this crisis. In these current times of self-isolation, the ‘We Can, We Will’ anthem is our humble effort to lift the spirits of every individual and remind them that as a nation we need to stay together, as with our collective will power we will overcome the biggest of challenges.”

     

     

  • The ad features an inspirational video highlighting how all dreams can be made possible when you get encouragement from your family

    SBI Life ropes in ace athlete Dutee Chand

    By A Correspondent

     

    SBI Life recently launched its protection focused brand campaign showcasing the power of family support, which fuels one’s inner belief to rise and shine in life. Taking the thought forward, SBI Life roped in Indian sprinter and women’s 100m national champion Dutee Chand, to feature in an inspirational video highlighting how all dreams can be made possible when you get encouragement from your family.

     

    Said Ravindra Sharma, Chief of Brand & Corporate Communications, SBI Life Insurance: “We at SBI Life, have always advocated the importance of protecting one’s family. In our cultural context, the institution of family has always stood as a bedrock of support. Through the inspirational story of Dutee Chand, we aim to put forth the spirit of happiness and fulfilment experienced by individuals when they have support of their family members. We are honored to have had the opportunity to present Dutee’s life journey and hope this inspires families across the country to encourage individuals to pursue their personal dreams and ambitions.”

     

     

  • The campaign is designed and executed by WatConsult

    SBI Life’s latest campaign seeks to push protection of all Indians

    By A Correspondent

     

    Acknowledging the industry’s common dream of a well-protected and insured India, SBI Life Insurance sent friendship day messages on Twitter in a unique manner to life insurers across the country. The conversations are vital to increasing awareness about the importance of life insurance. The campaign is designed and executed by WatConsult.

     

    Speaking on the campaign, Ravindra Sharma Chief of Brand and Corporate Communication, SBI Life Insurance, said: “As responsible life insurers we strive to create values that resonate with the customers and build on it to establish a life-long relationship. Whilst there will always be a competitive narrative for market share and business overall, at the core of it is a common dream of every insurer which is to protect and insure lives. It is this dream that connects us to all life insurers. For us at SBI Life Insurance, friendship day laid down a perfect foundation to be able to rejoice this dream for a moment together with other life insurers. With this gesture, we hope to spark more positive conversations and stand united for a greater good.”

     

     

  • 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.”

     

     

  • 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.

     

  • The campaign amplifies the idea of independence of thoughts and ideas of women

    SBI Life’s latest campaign highlights smart women and their choices

     

     

    SBI Life in a recently launched TVC has laid focus on the ‘Smart Women Advantage Plan’, which highlights the smartness and intelligence of the women folk in all walks of life, be it work, home or relationships.

     

    The brand messaging of SBI Life is very refreshing and subtle. Created by Ogilvy and Mather, the campaign amplifies the idea of independence of thoughts and ideas of women. The ad also focuses on the efficient and creative ways in which a woman makes their decisions and nourishes their loved ones.

     

    Titled ‘Aurtein hoti hi hain smart’ the campaign talks about the smartness and intelligence of women in all walks of life. SBI Life celebrates this smartness and womanhood and acknowledges the special position of women in society. The campaign is a very light hearted take on how smartly women solve the problem. The campaign very subtly portrays the observing and nourishing disposition of women and their approach towards a situation. The campaign celebrates the crucial role that women play in our lives.

     

  • SBI Life bought out the basic concept of father protecting his child from the uncertainties of life

    SBI Life’s brand activation campaign uses augmented reality to raise awareness on need for insurance

    By A Correspondent

     

    On the occasion of Father’s Day, SBI Life Insurance created awareness of the need for Life Insurance through augmented reality, a fun and interactive medium to engage customers. Through this, SBI Life aims to bring alive the brand promise of providing planning, protection and security.

     

    SBI Life bought out the basic concept of father protecting his child from the uncertainties of life. On the occasion of Father’s Day, SBI Life set up an augmented realty space in malls. The anchor invited Father – son/daughter visiting the mall to engage in virtual games. It was a 40-50 second game, in which, the child was shown images of his future aspirations such as education from esteemed university or an aspiring job. In between the opportunities, the child was also exposed to certain risks like inflation, job loss, critical illness, sudden death etc. These roadblocks overshadowed the child’s inspirational goals. At this point the fathers masked the role of a warrior and killed all the risks to protect their children. The 40 sec virtual treat clearly bought out the brands messaging of planning, security and protection.

     

    Commenting on the campaign Sriparna Sinha, Head – Brand & Corporate Communication, SBI Life said that, “We felt that it was necessary to communicate the importance of being insured, but in a refreshing, relevant and engaging manner. Augmented reality is one of the technological media to send across this message on Father’s Day. Being market leaders, we felt it was important to make people realise that it is not only what they do when they are around that makes them a responsible parent but also when they are not. Our new brand engagement activity sets out to remind people of just that.”

     

  • The campaign aims to amplify the idea of not having to compromise one's desires in order to save for the future

    SBI Life’s new TVC urges people to fulfil their wishes

    By A Correspondent

     

    SBI Life launched the latest TVC titled ‘Ab har shouk poora hoga’ (now every wish will be fulfilled), taking forward the brand’s core idea of – Celebrating Life, wherein the protagonist indulges himself in the most unexpected way for its product SBI Life Insurance’s Wealth Plan. The campaign aims to amplify the idea of not having to compromise one’s desires in order to save for the future.

     

    Created by Ogilvy & Mather, the campaign amplifies the idea of not having to compromise your desires in order to save for the future. One half of our life is spent in working hard and saving harder in order to secure the other half. No wonder that insurance communications have always pegged around the later aspect on how to secure our family’s life once we have no income. Given the clutter, the communication of SBI Life Insurance’s Wealth Plan is distinctly refreshing.

     

    “The campaign very beautifully captures the sheer pleasure one experiences while indulging in luxury, with a touch of humour to it. It shows how SBI Life’s Wealth Creation with Insurance Plans lead one to prosperity and a life full of indulgence,” says Braj Kishore, Head- Brand & Corporate Communication, SBI Life Insurance.

     

    Explaining the campaign, Zenobia Pithawalla, Executive Creative Director, O&M, says: “The common man in India spends his whole life and money on every day, mundane things. We wanted to show him, through SBI Life’s Wealth with Insurance Plans, that life can be different.Our film shows a common man indulging in an expensive hair wash at a very fancy salon. What’s more, all this for a few, non-existent strands of hair. Making our point that with the right plan, you can live life the way it is really meant to be lived.”

     

    Abhik Santara, Senior Vice-President, O&M, says: “The communication task for any financial product is duel. First is to create excitement for the product and the second is brand persuasion. Our campaign, hopefully, will make the category ‘interestingly’ desirable without making one grim with future anxiety.”

     

  • Chandramohan Mehra of SBI life has been elevated as Country Head – Emerging Business

    Chandramohan Mehra to head emerging eusiness at SBI Life Insurance

    By A Correspondent

     

    Chandramohan Mehra of SBI Life has been elevated as Country Head – Emerging Business. In his new role, he will lead online sales, cross-selling and international operations of leading private life insurer SBI Life.

     

    Spearheading branding and marketing communication initiatives, Mr Mehra has driven multiple marketing campaigns in the last seven years at SBI Life. Amongst the popular campaigns were “Future Guaranteed”, “Old Boy Cricket” and “Jab Hum Honge Saath Saale Ke”. An Insead and BITS Pilani alumnus, his earlier assignments were at Kotak and FCB Ulka where he managed HDFC Bank and Tata Motors brands.