SBI Life 'celebrates life' with new campaign

MUMBAI: SBI Life Insurance is launching a new television campaign with a major focus on the emerging tier II and tier III towns.

According to SBI Life Insurance, inspite of 22 private players operating in India post opening up of the life insurance sector, the market still remains hugely underpenetrated. The apathy is further aided by poor understanding of products and their core benefits - thus, leading to consumer inertia towards insurance.
"This, however, not only gave us an insight into the huge opportunity to take the lead towards aligning the category benefits with the consumer needs," said SBI Life head brand & communications Chandramohan Mehra,

"We are sharply focusing on the target group in the emerging tier II and tier III towns who we define as "the new thirties on their way to accomplish bigger dreams," Mehra added. 
Playing on the tagline, ‘Celebrate Life‘, the commercial has been conceptualised by Ogilvy and Mather. The communication strategy looks at enabling a clear articulation of the life insurance benefits by simplifying and developing a message that consumers resonate with it.

Said Ogilvy and Mather SVP Asheesh Malhotra, "In contrast to most players who focus their efforts on the archetypal metro audience with propositions that overlap each other and often fail to create brand differentiation, the SBI Life commercial not only breaks clutter but manages to reach to a far wider audience."
Produced by Chrome Productions, the creative director of the TVC is Nitin Pradhan.

Said Ogilvy & Mather (India) chairman Piyush Pandey, "We have always reached out to people and connected with them emotionally. And this new commercial is a fresh and romantic take on a young couple‘s dreams of their older age."

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