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SBI Life rolls out Valentine’s Day activation with a twist

The campaign has been running on TV, on-ground, radio and social media

BestMediaInfo Bureau | Mumbai | February 14, 2013

SBI Life, a leading life insurer, has launched an intensive integrated marketing campaign riding on the Valentine’s Day mood. To amplify the campaign, the brand has re-launched the ‘Heera’ ad film across national and regional channels.

SBI Life is hosting mall activations where visitors can be induced to express their dream Valentine’s gift at 60. The mall activation is being conducted in seven cities – Mumbai, Delhi, Bangalore, Chennai, Kolkata, Hyderabad, Bangalore and Bhopal – where couples can click pictures with props including rocking chair, reading glasses and grey moustaches against the backdrop of international holiday destinations and expensive jewellery.

Chandramohan Mehra

About the idea behind the campaign, Chandramohan Mehra, VP and Head – Brand and Cross Sell, SBI Life, said, “High on emotional engagement, the campaign reinforces our promise of enabling customers ‘Celebrate Life’. The idea is to trigger the thought of planning for post-retirement needs. Consistently, we continue to anchor our brand communication on positive emotions, to drive across the point that customers need to plan today so that they can continue to live life to the fullest.”

Further, through high-decibel radio promos and RJ mentions on Radio Mirchi across 32 towns, listeners will be incentivised with shopping vouchers to express their Valentine’s gift at 60 through SMS or call-in. The ‘Valentine Gift at 60’ has already taken centrestage on the brand’s social media platforms such as YouTube, Twitter and Facebook page ‘Celebrate Life’, which has more than 3,00,000 fans. “We decided to re-run the commercial as it establishes a perfect emotional connect in communicating the proposition of ‘Celebrate Life’. We launched this idea across all mediums on February 9 and we have received an extremely positive response, so much so that when the ‘Heera’ ad was posted on Facebook, it received more than 2,000 ‘likes’ and 200 shares in 24 hours,” added Mehra.


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