SBI General Insurance has launched an awareness campaign on Save Tax with Health Insurance. Titled “#BahaneChhodoTaxBachao” the campaign will also underline the other benefits of opting for health insurance.
Commenting on the campaign, Shefali Khalsa, Head – Brand and Corporate Communications, SBI General Insurance, said: “At SBI General, we are cognizant of the fact that while there is an increase in the awareness level for health insurance, but a major part of the population is still underinsured. Additionally, there is a lack of awareness that health insurance can also help save tax under section 80 D of Income Tax laws of India. This was the core brief for the new #SaveTax Campaign launched by SBI General riding on #BahaneChhodoTaxBachao.”
After a competitive multi-agency pitch, Tonic Worldwide, a digital-first creative agency, has bagged the mandate of social media management for SBI General.
Unmisha Bhatt
Speaking on winning the mandate, Unmisha Bhatt, Chief Strategy Officer, Tonic Worldwide, said: “It’s a pleasure to be associated with SBI General, the company has established a strong presence in the country. Our strategic and creative strengths will help us add value to the brands ambitions and business objective. We are looking forward to partnering the marketing team to help differentiate the brand in the cluttered category and build a modern and futuristic personality for the brand on digital and social so as to be relevant to the audiences today.”
Shefali Khalsa
Added Shefali Khalsa, Head Brand and Corporate Communications at SBI Gen: “With Tonic Worldwide’s digital first and data driven strategic thinking abilities, we aim to build a futuristic presence for the brand on Social Media and be relevant to the evolving consumers, consisting of traditionalist and Modernists both. We look forward to doing some innovative work that resonates with SBI General’s ethos. With an experienced team, I am confident that together we will not only build on the vanity metrics of engagement, but build on a growth story for the brand.”
SBI General Insurance has launched a health insurance campaign on radio with the objective of educating consumers that: ‘With health insurance, medical emergency will not turn into financial emergency’.
Said Shefali Khalsa, Head – Brand & Corporate Communication, SBI General Insurance: “Relating to the season and the current times, our radio campaign message nails the need of the hour. This campaign also has a perfect blend of media planning to ensure an amplified impact of the campaign in the given markets.”
SBI General Insurance (SBIG) has launched its signature tune, thereby establishing its sonic brand identity. This sonic tune is a celebration of SBIG’s new brand identity which was launched last year.
Said Shefali Khalsa, Head – Brand & Corporate Communication, SBI General Insurance: “Sound has great power and can connect with people at a deeper level. Our musical logo is designed to succinctly convey and resonate SBIG’s brand presence and underline the brand promise of “Suraksha Aur Bharosa Dono”. The sonic derived and launched is vibrant and energetic, indicating that SBI General as progressive.”
SBI General Insurance has rolled out a rap song on #SaveTax. The video is the third edition intending to educate people on how to save tax with health insurance.
Said Shefali Khalsa, Head – Brand and Communication, SBI General Insurance: “Under this campaign, we have created a light-hearted rap song route to convey the message of saving tax with health insurance, which literally means securing health & savings both, this is transpired in the campaign as secure Sehat Aur Bachat Dono. The campaign thought is also in line with the newly launched tagline Suraksha Aur Bharosa Dono.”
BC Web Wise has won the social media mandate for SBI General Insurance Company Limited.
As per the mandate, the agency will be focusing on providing a new look to their social media. Additionally, the agency will create content strategies that are highly relatable & engaging to its audience. This will take the digital community for the brand up a notch!
Commenting on the win, Chaaya Baradhwaaj, Founder & MD, BC Web Wise said: “SBI General Insurance is a very prestigious account for us. We are of course excited, and also to work with Shefali who is a very savvy digital marketer. What we are looking forward to is being able to develop strategic communication that connects with audience at every phase of their journey where social media has a role to play. Essential optimising the full-funnel marketing relevant within social.”
Added Shefali Khalsa – Head Brand, Corporate Communications and Online Sales of SBI General Insurance Company: “We are glad to onboard BC Web Wise to manage the social media strategy. With the strong domain of digital marketing, BC Web Wise will bring-in newer approach and innovations to elevate SBI General’s social media presence”.
Further Ms. Khalsa added, “In today’s extra-ordinary times, digital space has become very important platform for brands, to capture audience attention. Funneling to which, social media has become the face that reflects a brand’s persona.”
SBI General Insurance has unveiled its new corporate brand identity with redesigned logo and a tagline. The identity change comes at a time when the company has completed a decade of operations and is upgrading its service offerings to suit all customers. It may be recalled Rediffusion Brand Solutions had recently bagged the creative mandate for SBI General Insurance.
Said Pushan Mahapatra, MD & CEO, SBI General Insurance: “We take pride in having the parentage of SBI, and indeed, it is our privilege to carry forward the strong legacy of trust and security.
The insurance category in India is riddled with fear and insecurity. To address this well and live up to our brand that resonates with “trust”, we have derived the tagline – Security and Trust, both which in Hindi reads as – Suraksha and Bharosa, Dono.”
Added Shefali Khalsa, Head – Brand & Corporate Communications, SBI General Insurance: “SBI General as a brand has immense affinity and resonance to trust. Last Dec’19, SBIG completed a decade of catering this trust and insurance solutions to its customers. This new identity launch is the new avatar of SBIG, so to say SBIG 2.0 Version. The new brand identity and the ‘swipe’ in the logo as element resonates the new digital approach. While retaining the legacy of our brand’s parentage, the new look and feel of the brand are to convey our progress and readiness in this digital age. An identity change is an important milestone, especially as SBI General Insurance completed a decade of operations recently” added Khalsa.
SBI General Insurance has assigned its creative duties to Rediffusion.
Shefali Khalsa
Said Shefali Khalsa, Head- Brand, Corporate Communication & Website Sales, SBI General Insurance: “The brand affinity for SBI General is high amongst Indians. Completing a decade of operations in the industry, we believe it is the right time to re-focus on the brand identity and align with our digital focused infrastructure & outlook. Basis a defined brief, backed by detailed research, Rediffusion came up with a beautiful concept that resonated with our brand and was the best, of a good lot of pitch presentations. We are glad to have such an expert team onboard, backed by strong leadership, to manage this brand exercise from planning to execution.”
Navonil Chatterjee
Added Navonil Chatterjee, Joint President & Chief Strategy Officer, Rediffusion Brand Solutions on the appointment: “Winning SBI General Insurance is a triple treat for us! Firstly, General Insurance is a severely under-penetrated category in India, which makes it a planner’s delight. The barriers to adoption are many and it is something that is sold and not bought. Eventually when one buys, it is still a grudge purchase. It’s perceived as a waste of hard-earned money that is going to go needlessly down the drain, because nothing bad will ever happen to me and my valuable things! We not only have the challenging task of building the brand, but also the formidable onus of growing the category.
Rahul Jauhari
And this is what Rahul Jauhari, Joint President & Chief Creative Officer, Rediffusion Brand Solutions said on the appointment: “”SBI General Insurance combines the maturity and wisdom of SBI with the agility and energy of a young industry player. Their passion is infectious and we look forward to working with them in this exciting space.”
