SBI General Insurance has assigned its creative duties to Rediffusion following a multi-agency pitch.
The agency's Mumbai office will handle the account.
Shefali Khalsa, head- brand, corporate communication and website sales, SBI General Insurance, said, “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 and 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, Jt. president and CSO, Rediffusion Brand Solutions, said, “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. Besides, while SBI is the leader in banking, with SBI General Insurance, there is a 'try harder' element. Finally, in a post-Covid world where fear is the key and insecurities are bound to grow, the brand, with its huge 'trust deposit' may have a very meaningful role to play in the consumers' lives".
Rahul Jauhari, Jt. president and CCO, Rediffusion Brand Solutions, added, “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."