To create customer awareness about its products, SBI Life Insurance has launched a seven-part ad film campaign. The campaign or the ad film has been conceptualized by Ogilvy & Mather, an international advertising, marketing and public relations agency based in Manhattan. The ad film emphasizes customers to ask more and more questions when they go to buy the insurance products. The characters in the film are put into various situations where they are seen questioning over every little thing.
Chandramohan Mehra, Head, Brand and Cross Sell, SBI Life, said, “Indian consumers demonstrate evolution and a 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. While educating prospective buyers of life insurance, the communication strengthens their trust in the brand as a category leader.”
SBI Life Insurance is a joint venture life insurance company between State Bank of India(SBI), the largest state-owned banking and financial services company in India, and BNP Paribas Assurance. Started in 2001, initially its business was mainly from bancassurance channel, now it is developing its own agency team for selling its life insurance products.