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With
a tagline of "With us, you’re sure," SBI Life Insurance
has rolled out a new television commercial (TVC) conceptualised
by Ogilvy & Mather, Mumbai. While insurance
is a long-term investment , SBI Life's new TVC is an attempt to
touch an emotional chord with its target group, which essentially
comprises 30+ males.
 In
order to communicate their offerings to the TG and understand their
views on retirement, a research was done across 30 respondents,
between the age group of 25 - 45 years. The findings: for all respondents
between 25-35 years pension did not figure as an investment option
at all since they thought they were still too young for it. On analysing
the TG further, it was found that their world essentially revolved
around their family and that they often compromised on investing
for their own future; they were too busy saving for the future of
their family.
 The
new TVC shows an old woman sewing on a machine when her husband
comes in to show her something that has appeared in the newspaper.
Pointing to the object, he asks her whether it was the same thing
that she had wanted. As is usually the case with an over cautious
Indian woman who has a tight control over her purse, she refuses
as it is too expensive and of no use at her age. The 'object of
their affection' was a diamond jewelry ad in the newspaper.
 Her
husband asks her if she had been looking at the ad earlier. She
says no. Then he surprises her with the diamond ring. She asks him
what the occasion was and he says that it was Valentine's Day when
people who love somebody present them with a gift; this was his
gift for her. Although touched, she says she is too old to wear
it. Her husband jokingly remarks - "Heere ko kya pata tumhari
umar kya hai?" (How would the diamond know your age?)
 O&M's
mandate essentially was to come up with a distinct piece of communication
that stands out in the clutter. The ad communicates to the viewers
that they should start investing early so that there would be no
problem later in life. This message was coupled with the emotion
of love.
 The
underlying thought for the campaign thus became: "Never let
money come in the way of expressing your love." And SBI Life
will be the best to manage your money so that you don't have a care
in the world in your old age. The
Hindi tag line for the ad is "SBI Life Insurance ke Lifelong
Pensions. Taaki pyaar ke beech paison ki kami naa aaye."
 The
brains behind this ad were O&M group president and national
creative director Piyush Pandey and senior creative director Sagar
Mahabaleshwar. The team comprised copywriter Louella Rebello and
art director Rakesh Pandit. The ad has been shot by Corcoise Films'
Prasoon Pandey.
Speaking
on the brand communication, SBI Life communications manager Pradeep
Pandey says, "We wanted to focus on our pension products keeping
in mind the changing societal trends. We have a good pension plan
and through this communication we want to convince him of his post
retirement age. SBI Life provides financial freedom to its customers
and that is exactly what we have tried to show through this ad.
The creatives are inspired from a cultural insight."
The
TVC was launched on 1 November across India on niche channels like
Aaj Tak, NDTV 24x7, NDTV India, Star News, CNBC, Discovery, History
Channel, Zee TV and Sab TV. Star Plus, however was left out of the
media mix because it predominantly had female viewers, who are not
essentially the TG of SBI Life. In the southern parts of the country,
the ads will air on channels like Sun and Gemini.
The
60 second TVC will play for the first two weeks, followed by edits
in the following four weeks.
While
the film has been conceived in Hindi, it will also be dubbed in
Tamil, Telugu, Kannada and Malayalam for the south markets and in
Bengali for Kolkata.
A 360-degree
approach has been undertaken to garner more visibility. The media
mix comprises outdoor and ads will be placed across the top 40 -
45 towns and cities, including metros and mini metros. Radio ads
will also be rolled out coupled with a contest - 'How will you express
your love for your wife after retirement?' Internet ads, direct
mailers are also in the offing as part of the media mix.
Apart
from that, Point of Purchase and Point of Sale advertising as a
concept has been extended to various products. While all SBI Life
branches would display posters, the idea has also been extended
to kiosks, bus shelters near shopping malls and in-store branding
inside jewelry stores. On-ground activities have also been planned
in places like shopping malls, restaurants and multiplexes.
Talking
about the timing of the ad release, SBI Life's Pandey says, "Fifty
per cent of our sales of insurance happen between January and March.
On the other hand, November - December are built up months for the
season and hence we timed our activity accordingly."
While
this is SBI Life's first new ad campaign this year, the company
had earlier associated with the Amitabh Bachchan, Hema Mailini starrer
Baghban when it was aired on Sony Entertainment Television
earlier this year. An on-air contest called 'SBI Life Baghbaan Sunishchit
Bhavishya Contest' was also rolled out. SBI Life also advertised
during the Asia Cup cricket matches.
The
new TVC is likely to strike a chord with the TG it is aimed at as
it has very aptly managed to depict the emotions and love between
an old couple. This has added more value to the SBI Life's brand
proposition - 'Never let money come in the way of expressing your
love.'
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