SBI Life has announced Mullen Lintas as its creative agency and Mindshare as its media agency. Both the appointments were made post a multi-agency pitch.
Ravindra Sharma, SVP and chief of brand and corporate communication, SBI Life, said, “In today’s landscape where new marketing tools and techniques are launched every other day, staying imprinted on the minds of consumers is a continuous challenge. As a brand SBI Life is building a culture to connect with consumers emotional motivations, which are deep-rooted in their need for protection. In this context the strategic thought process and approach presented by Mullen Lintas and Mindshare aligned with our brand ethos reinforcing our confidence to bring them on board. We look forward to see both agencies jointly deliver on developing a unique refreshed communication for SBI Life, which will create a deeper emotional connect with our consumers”.
Amer Jaleel, chairman, Mullen Lintas, said, "SBI Life is one of the largest life insurance players in the category and it feels like an organization with real belief in brand creation and consumer connect. The brand has created some really memorable work in the past which we hope we can build on to take the brand higher. I am personally excited at coming back into the life insurance space again. I have a lot of fond memories of working at Lowe with Balki on the category and am really excited for this new journey,”
Prasanth Kumar, CEO, Mindshare, South Asia, MENA and Africa, said, “Being one of our esteemed client partners, this is a joyous moment for us that SBI Life is continuing our relationship. We appreciate the renewed opportunity by SBI Life as we now look forward to strengthening our delivery across brand strategy coupled with insightful data, engaging content and innovations to contribute to the brand's success."