SBI Life has rolled out a campaign that consists of a TVC conceptualised by Orchard Advertising.
The film is shot at an airport. A man is serving tea to his family when he spots the captain of the Indian cricket team. He calls out to him and the cricket star moves towards them.
First, the ladies from the family urge the man to take their pictures with the cricketers. Then it's the turn of the senior citizens. They are followed by the children. Other family members line-up again. The protagonist keeps clicking pictures. Finally, when it's his turn to pose with the cricketer, the player's manager intervenes and calls him. The man is disheartened while the rest of the family are enjoying their pictures. That's when the captain returns, taps the protagonist's shoulder and asks him for a selfie, much to his joy. The voice over introduces SBI Life's Smart Bachat plan and says that it feels good when one finds a little joy for yourself, while securing your family’s happiness.
Ravindra Sharma, head – brand and corporate communication, SBI Life, said, “People feel life insurance is important yet they don’t buy it, as they don’t see any benefits for themselves in it. They realize that while securing family’s future is important, it should also add value to their own lives. While buyers have evolved in their needs, life insurance brand communication hasn’t evolved at the same pace. The role of the insurance buyer as the ‘selfless’ provider has not changed in category communication over the years. This presented a great opportunity for SBI Life to change the conversation in the category and connect strongly to the life insurance buyers of today.”
Sharmine Panthaky, head of office, Orchard Advertising, Mumbai, said: “In a category full of parity products, building relevance and differentiation over functional attributes wasn’t going to move the needle. The only way to achieve our task was to connect with our audience over a strong emotional truth. The insight we hit upon was an enduring cultural truth of today, which is - we are increasingly investing in self. The product has dual benefits of enabling protection and savings, so we summarised with the phrase 'Kuch apno ke liye, kuch apne liye', which brings out the essence of the offering and connects with the audience."
Client: SBI Life Insurance
Agency: Orchard Advertising
Creative team: Vikram Pandey(Spiky), Amod Dani, Brahmesh Tiwari, Vishal Nicholas, Vishesh Jain, Mandar Acharekar, Bhakti Vichare, Sonal Jadhav and Ravindra Borkar
Client servicing team: Sharmine Panthaky, Kevin D’Silva and Maaz Memon
Strategy team: Amritraj Thakur and Vineet Singh
Production house: Superfly films
Director: Kopal Naithani
Producer: Ranadeep Oberoi and Sukirth Rao