SBI Life communicates its insurance plans with metaphors from life

SBI Life has released a new TVC to communicate the merit of its various insurance schemes. The commercial strongly plays on the strength of voice-over and visuals supporting the script.

The TVC opens on a grass field by the lakeside where one boy picks up a pebble from the ground and throws it into the lake which creates a splash and then some ripples in water. The second sequence shows soil embracing raindrops, while the third shows shadows of a man and his little son taking a stroll. The last sequence shows a child merrily smiling after breaking his piggy bank and looking at all the coins he has saved so far. The voice-over ends with a statement that with SBI Life Insurance, your future security is as given as the above phenomenon borrowed from life.

Commenting on the idea for the campaign, Abhijit Avasthi, national creative director, Ogilvy & Mather, said, "Rather than talking about the guarantee plans, we wanted to convey our message in a non-financial manner. We thought that a good way to do that is through bringing out things that all of us take for granted. We wanted to take those metaphors from life to bring forth the idea that with SBI Life insurance plans one can be as sure as one is about pebbles creating ripples in water or about shadows that don't really leave you wherever you go. We wanted to showcase the message with such borrowings from life to make it simple and appealing.

Credits:

Client: SBI Life
Agency: Ogilvy & Mather
Creative: Piyush Pandey, Abhijit Avasthi, Anup Chitnis, Akshat Trivedi, Mangesh Someshwar, Shankar Haldankar
Account management: Asheesh Malhotra, Hirol Gandhi, Nikhil Mohan, Sneha Kolambkar, Avtar Singh Negi 
Planning: Prem Narayanan
Film: Porus Khareghat
Production house: Nirvana Films
Director: Prakash Varma