After a hiatus of two years, SBI Life has launched a new TV-led campaign. Created by Ogilvy India, the communication aims to simplify insurance as a benefit for the long term.
Said Piyush Pandey, chairman, Ogilvy India said, "I am delighted with the simplicity that SBI Life has always had. We have always reached out to people and connected with them emotionally. And this new commercial is a fresh and romantic take on a young couple’s dreams of their older age. I am extremely proud of it."
Speaking to Campaign India, Asheesh Malhotra, senior vice president, client servicing, Ogilvy India "In contrast to most players who focus their efforts on the archetypal metro audience with propositions that overlap each other and often fail to create brand differentiation, the SBI Life commercial not only breaks clutter but manages to reach to a far wider audience.”
Speaking about the brief received from the client, Malhotra says, "We were asked to enhance SBI Life's saliency and consideration levels. We had to 'youthify' the SBI Life brand while retaining the brand's essence, "Celebrate Life".
Watch the TVC here:
Elaborating on the communication strategy, Chandramohan Mehra, head, brand and communications, SBI Life said, "Our strategy is to enable a clear articulation of the life insurance benefits by simplifying and develop a communication that the consumers resonate with it. We are sharply focusing on the target group in the emerging tier II / III towns who we define as “the new thirties on their way to accomplish bigger dreams."
Added Malhotra, "We aim to break the clutter in the category by romanticising the hitherto, cold and dead serious category like insurance. Exploring the relationship between the 'new age' couples, our TG, who make joint decisions even when it comes to financial decisions. And all this while cueing asset accumalation (investment cues) without being drab and boring and delivering on the promise of a beautiful and worry-free future even in their old age."
Commenting about SBI Life's decision to roll out a campaign after a gap of two years, Malhotra said, "We felt there lied an opportunity in realigning the category benefits more simply with the consumer needs. The current landscape in the category (insurance propositions) seems to have drifted from the core of the insurance category."
Project: Celebrate Life
Chairman: Piyush Pandey
National creative director: Abhijit Avasthi
Executive creative director: Anup Chitnis
Creative director: Nitin Pradhan
Servicing team: Asheesh Malhotra, Hitesh Patel
Production house: Chrome Pictures
Director: Amit Sharma
Media agency: Mindshare
Media used: TV, outdoor