SBI Life Insurance has launched a campaign to promote its Wealth Plan. The campaign, which includes a TVC, has been conceptualised by Ogilvy and Mather.
The TVC is set in an upmarket salon, which charges Rs 2,000 for a hair wash. The protagonist is a male customer indulging himself in a hair wash. While the person tending to him administers the wash, he is seen enjoying every step of it. As the soap is washed away, it is revealed that the customer hardly has a few strands of hair on his head. While he happily admires them in the mirror, the brand message is delivered: With SBI Life’s wealth creation insurance plan’s, fulfill every wish.
“The campaign very beautifully captures the sheer pleasure one experiences while indulging in luxury, with a touch of humour to it. It shows how SBI Life’s Wealth Creation with Insurance Plans lead one to prosperity and a life full of indulgence,” said Braj Kishore, head – brand and corporate communication, SBI Life Insurance.
Zenobia Pithawalla, ECD, O&M, said, “The common man in India spends his whole life and money on everyday, mundane things. We wanted to show him, through SBI Life’s Wealth with Insurance Plans, that life can be different. Our film shows a common man indulging in an expensive hair wash at a very fancy salon. What's more, all this for a few, non-existent strands of hair. Making our point that with the right plan, you can live life the way it is really meant to be lived.”
Abhik Santara, SVP, O&M, added, “The communication task for any financial product is dual. First is to create excitement for the product and the second is brand persuasion. Our campaign, hopefully, will make the category ‘interestingly’ desirable without making one grim with future anxiety.”
Client: SBI Life Insurance
Agency: Ogilvy and Mather
Creative team: Zenobia Pithawalla, Mihir Chanchani, Jitendra Patel
Client servicing: Nikhil Mohan, Nayna Kotian, Hemakshi Upadhya, Saket Gaba
Production house: Purple Vishnu
Director (film): Sainath Choudhuri
Producer: Malaika Choudhuri