SBI Life's campaign focuses on financial immunity provided through dual protection insurance

SBI Life Insurance has unveiled a campaign ‘Apno Ki #PoornaSuraksha’, highlighting the product’s (SBI Life’s Poorna Suraksha) dual protection feature, which offers complete financial immunity by providing both life cover and protection against 36 critical illnesses in a single plan with an auto-rebalancing aspect, which is much needed to navigate through the current uncertain times.

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The ad film features playback singer Shaan, along with his son Shubh, emphasising the need to maintain immunity. The film opens with a charming father-son role reversal conversation, where Shaan is being interrupted by Shubh at various instances while performing daily activities, only to be reminded of ways to boost and keep the health immunity in check at all times. Shaan expresses how kids these days have become immunity specialists to their parents. Similarly, he continues to highlight the importance of building a healthy financial immunity for choppy times that will enable in creating a financial cushion to safeguard oneself and the loved ones from any monetary stress led by lifestyle diseases or other unforeseen consequences.

Today, critical illnesses account for 60% of deaths in India, according to the Global Burden of Disease Study. Treatments to cure critical illnesses are usually lengthy and expensive, making it very difficult for the family to afford the costs. Therefore, it is paramount to focus on building one’s financial immunity for tough times so that mental immunity stays guarded, in case of a lifestyle disease or any other unforeseen event. 

Ravindra Sharma, Chief of Brand and Corporate Communication, SBI Life, said, “A newfound immunity regime has become second nature for most of us, today the larger populace is consciously making smart choices around health, wellness and life in general. Delving deeper into this intrinsically protective behaviour, that is consuming everyone across sections of the society, we realised that as an insurance player our role to provide immunity to the consumer has never been more accentuated. With an approach of keeping a simple communication for an insurance category, we have drawn a parallel for financial immunity via the concept of health immunity which is understood by all. We hope to educate the consumer on the importance of building one's financial immunity like they have towards their health. SBI Life’s Poorna Suraksha being a unique product combining both life cover and protection against 36 critical illness in a single package, this dual protection can enable individuals to build a holistic financial immunity as a safety net for themselves and their family to battle any odds.”

The campaign has been conceptualised by Mullen Lintas. Garima Khandelwal, Chief Creative Officer, Mullen Lintas, said, “Health immunity is of priority today, with everyone aware and abreast like never before. We have all realised the importance of being proactive about immunity when it comes to good health, and made changes to our routines, self-care is undoubtedly the no. 1 learning today. This being the context, we wanted to introduce a parallel need for one’s family’s financial immunity, being as proactive about the same. And it’s relevance in this landscape. Drawing a simple parallel between health and financial immunity and stressing on the need for both, borrowing from the current and changed awareness in the behaviour.”

The video:

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