Campaign India Team
Jan 04, 2023

SBI General Insurance saves consumers from being cheapskates

Watch the films conceptualised by Tonic Worldwide here

SBI General Insurance has rolled out a campaign #BachatKaShortcut (shortcut to savings) to spread awareness on tax-saving benefits through its health insurance offerings. 


Conceptualised Tonic Worldwide, the campaign consists of three films that drive home the message of investing in health insurance for managing finances and saving tax. 


All the films humorously underline the fact that most people sacrifice small things to save some money. 


The first film showcases the protagonist giving a gift to his brother. When the brother opens the gift he is suprised as he see's that it's a phone. His excitement dies down when he opens the box to see that there is only a phone cover inside. 


The second film features a dad gifting his son a two-wheeler he's been asking for a while. But to the son's dismay its a bicycle and not a scooter. 

The third film depicts a husband and wife getting ready for a date. The husband asks the wife 'Ready for Dinner Madam' and she genuinenly looks excited. The film then showcases that the date night takes place at a Pani Puri stall. 


Unmisha Bhatt, co-founder and chief strategy officer, Tonic Worldwide, said, "SBI General has been the embodiment of trust when it comes to insurance. This year the aim was to highlight small sacrifices we make to boost our savings and tend to neglect ways in which we can save big, like health insurance. The series of tongue-in-cheek videos convey the simple idea that even though there are many ways to save, there's only one shortcut they need to take."


Shefali Khalsa, head – brand, corporate communication and CSR, SBI General Insurance, said, “Today consumers are more aware of how health insurance helps people avail the best possible healthcare without burning a hole in their pockets or depleting their savings. But through this integrated campaign we also wanted to help people to understand that health insurance is one of the most efficient and effective tax-saving tools. The campaign is designed to help India make wiser financial and tax-saving decisions by purchasing health insurance. To ensure the campaign messaging reaches a maximum audience, the campaign is cascaded not only on social media platforms with the quirky short videos, but the messaging has also been stitched well on other traditional media platforms that as radio, outdoor bus advertisements and TV. In a nutshell, the campaign underlines one key message that the right health insurance plan will ensure sehat aur bachat dono (both health and savings) so that our customers don’t have to sacrifice things that make them happy and take this significant #BachatKaShortcut.”





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