MUMBAI: Furthering its efforts to educate its customers, SBI Life has launched a multi-media educational advertising campaign. The campaign includes seven ad-films in the TV campaign which aim to drives home the point about paying attention to a few basics before buying a life insurance product.

The educational initiative has been taken forward across social media platforms, SBI Life‘s Facebook Fan Page ‘Celebrate Life‘, Twitter and YouTube. The Virtual CrossWords, E-life insurance dictionary, website in nine Indian Languages, Insurance Educational Points at branches, are all part of integrated communication efforts rolled out recently.

The communication plan is to extend these initiatives in high traffic shopping malls, so as to bring alive the educational message when the customer is in the midst of their shopping experience for other products.

SBI Life head, brand and cross sell, Chandramohan Mehra said, "Indian consumers demonstrate evolution and high level of detailing when in shopping mode for other product categories. Unfortunately, there is high inertia towards understanding a few basics before subscribing to a life insurance product. Educating the prospective buyers of life insurance, the communication strengthens their trust in the brand as a category leader."