With an aim to amplify the idea of not having to compromise your desires in order to save for the future, SBI Life has launched a new campaign, created by Ogilvy and Mather
BestMediaInfo Bureau | Mumbai | December 23, 2015
SBI Life has launched its 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 with 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, however extravagant one's wishes may seem to the world.
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 been 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, created by Ogilvy and Mather, 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,” said Braj Kishore, Head- Brand and Corporate Communication, SBI Life Insurance.
Explaining the campaign, Zenobia Pithawalla, Executive Creative Director, O&M, said, “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, said, “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.”
Agency: Ogilvy and Mather
Client: SBI Life Insurance
Creative team: Zenobia Pithawalla, Mihir Chanchani and Jitendra Patel
Client servicing: Nikhil Mohan, Nayna Kotian, Hemakshi Upadhya and Saket Gaba
Production House: Purple Vishnu
Director: Sainath Choudhuri
Producer: Malaika Choudhuri