SBI Life wanted a campaign to communicate its brand message that investors should be more aware and should always ask questions
BestMediaInfo Bureau | Mumbai | December 28, 2012
To intensify its customer educational efforts, SBI Life has launched a seven-part television campaign to drive home the need to pay attention to a few basics before buying a life insurance product. The multi-media ad campaign has been created and executed by Ogilvy & Mather.
SBI Life wanted a campaign to communicate its brand message that investors should be more aware and should always ask questions. The TVCs showcase people in different situations wherein they go for a movie, buying an insurance product, ask innumerable questions, etc. The TVCs culminate with the message that if one can ask innumerable questions for minor things, why not for a life insurance product. The core message, the TVCs aim to communicate to its viewers is to always ask questions so that people can enlighten themselves with SBI Life's benefits.
Chandramohan Mehra, Head, Brand and Cross Sell, SBI Life, said, “Indian consumers demonstrate evolution and a high level of detailing when in shopping mode for other product categories. Unfortunately, there is high inertia towards understanding a few basics before subscribing to a life insurance product. While educating prospective buyers of life insurance, the communication strengthens their trust in the brand as a category leader.”
This kind of a campaign aimed at investor education has not been witnessed before and that is what distinguishes SBI Life from similar brands. The educational initiative has been taken forward across social media platforms – SBI Life's Facebook fan page 'Celebrate Life', Twitter and YouTube. The Virtual Crosswords, E-life insurance dictionary, website in nine Indian languages and Insurance Educational Points at branches are all part of the integrated communication initiative rolled out recently.
However, their primary focus on promoting the brand would be television only. The communication plan is to extend these initiatives in high footfall shopping malls so as to bring alive the educational message when the customer is in the midst of his/her shopping for other products.
The brand has been rated as the “Most Trusted Private Life Insurance Brand 2012” by the latest ET-Nielsen Most Trusted Brand Survey.
The TVCs:
Credits:
Creative Team:
Agency: Ogilvy & Mather
Piyush Pandey - Executive Chairman & Creative Director, South Asia
Abhijit Avasthi - National Creative Director
Anup Chitnis - Executive Creative Director - South Asia
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