SBI Life has rolled out a campaign to highlight its revived brand identity through a new logo and tagline 'Apne Liye, Apno Ke Liye’ (for yourself, for your loved ones).
Conceptualised by Mullen Lintas, the film encapsulates the emotions of a young man on the verge of taking a decisive milestone in his life by getting married. The film showcases the seven vows the protagonist promises to take with his partner along with a personal vow, to retain his individualistic identity. The film intends to instil the re-branded ideology of being an enabler for consumers beyond a security provider.
Ravindra Sharma, chief of brand, corporate communications and CSR, SBI Life, said, “Brand SBI Life is not limited to a re-imagined identity or a TVC, fundamentally it is an entire belief system that we all live by, it is an experience that our customers and stakeholders remember us for. Our extensive research comprising countless conversations with consumers, business partners, employees and other stakeholders have indicated a new evolving individualistically determined India. The consumer of this new India expects insurance to be an enabler in their pursuit of individualistic ambitions, which is way beyond the role of a mere financial tool. Aligning SBI Life’s brand journey to the evolving consumer attitude in the new India, we have undertaken a strategic re-branding exercise. We envisage brand SBI Life to play the role of an enabler, for the consumer to follow their individualistic aspirations, while simultaneously taking care of the needs of their loved ones.”
Sharma added, “The brand’s core identity 'independence in thinking’ is our anchor, that guides all of our actions, behaviour and communication with our stakeholders. With the reimagined brand SBI Life, we hope to serve the needs of our consumers and fuel aspirations of the new India.”
Garima Khandelwal, chief creative officer, Mullen Lintas India, said, “The new brand philosophy of SBI Life 'Karo poore apne iraade, apno se kiye sabhi vaade' (Fulfil all your intentions, all the promises made to loved ones) is about fulfilling your dreams and passions while keeping promises to your loved ones and not losing yourself for the sake of responsibilities. We wanted to craft a story that captured the essence of the ‘vaade’ (promises) and ‘iraade’ (intentions) through the eyes of an individual at a stage in the life of change, where one is ready to take the next step of having a life partner or starting a family. The story captures the beautiful moments of reflection in the mind of the protagonist, who vows to keep his dreams alive as he readies to become a family man. SBI Life gives wings to these dreams and aspirations, both for the family as well as the individual."