MUMBAI: SBI Life, the leading private life insurer, has launched an intensive integrated marketing campaign riding on the valentine day mood. Amplifying the campaign is the iconic ?Heera ad Film?, one of the most recalled ads in the category, that is being re-run across national and regional channels. Further, through high decibel radio promos and RJ mentions (Radio Mirchi) across 32 towns, listeners will be incentivized with shopping vouchers to express their valentine gift at 60 through SMS or call-in.

Across key shopping malls, SBI Life has activated consumer promotion where visitors are induced towards expressing their dream valentine gift at 60. Couples, can click pictures with props including rocking chair, reading glasses and grey moustaches, against the backdrop setting of international holiday destinations and expensive jewellery. The mall activation is being conducted at seven cities ? Mumbai, Delhi, Bangalore, Chennai, Kolkatta, Hyderabad, Bangalore and Bhopal.

Chandramohan Mehra, VP and Head ? Brand and Cross Sell, SBI Life Insurance says ?High on emotional engagement, the campaign reinforces our promise of enabling customers ?Celebrate Life?. The idea is to trigger a thought of planning for post-retirement needs. Consistently, we continue to anchor our brand communication on positive emotions, to drive across the point, that customers need to plan today so that they can continue to live life to the fullest.?

The ?Valentine Gift at 60? has already taken a centre stage at brand?s social media platforms YouTube Channel, Twitter and Facebook Page ?Celebrate Life? which has more than 3,00,000 fans.

SBI Life has consistently created new benchmarks in brand communication in the insurance category and has emerged as Most Trusted Private Life Insurance brand, 2011 and 2012, as per ET Nielsen Most Trusted Brand Survey.

Mumbai : When the State Bank of India (SBI), India‘s largest bank entrusted R K SWAMY BBDO with the task of introducing their new Mobile Banking services, the agency knew they had to do something clutter breaking. The result is the highly memorable ‘Naggy Dwarfs‘ campaign on TVC and other media, that highlights the nagging worries of bill payments and the ease SBI‘s Mobile Banking brings.

Shailen Sohoni, Chief Operating Officer, R K SWAMY BBDO Mumbai, said "The film is based on the insight that bills payments/money transfers in the hustle and bustle of day to day living is a constant nag until the job is done. State Bank of India has a fantastic mobile banking product that makes this job very easy. The challenge was really how to bring these worries to life in a memorable and interesting way. Using animated miniature characters make the point brilliantly! The fact that they are so cute lifts the film to another level."

The 45-second TVC shows dwarf-like characters personifying an aggressive bill collector, a demanding daughter for mobile top-ups and a helpless mother dependent on money transfers. As their nagging reaches a crescendo, during the protagonist‘s morning cuppa, he reaches out to State Bank of India‘s Freedom Banking Solutions. This puts an end to the worries by using the mobile service to make payments, transfer money and even recharge talk-time for mobile phones.

The TVC was directed by Raj Tambakhu and produced by Lemon Yellow Sun Films is already on air.