Brands
SBI General Insurance unveils new brand identity
NEW DELHI: SBI General Insurance announced the launch of its new corporate brand identity with redesigned logo and the tagline. The identity change comes at a time when the company has completed a decade of operations and is upgrading its service offerings to suit all customers.
The new visual identity is designed to convey SBIG’s future-ready services to an evolving consumer consisting of traditionalist and modernist. The traditionalist customers are those who value trust, loyalty, value for money and integrity, whereas modernist look for flexibility and future-readiness.
The entire logo represents swipeable buttons to cue the digital age and through the use of gradient, future-readiness is denoted. Besides, inspired by parent brand’s SBI Yono, SBIG has used the purple colour indicating youthfulness, wisdom and devotion. Parent name – SBI – is retained which continues to reinforce trust and security. The word ‘general’ is in lowercase to represent uniformity. A curvier typeface to show agility & youth has been used and ‘general’ emphasized.
In the tagline, ‘Suraksha and Bharosa, dono’ – ‘Suraksha’ (protection) reinstates SBI General Insurance’s promise to customers to protect them in times of need. ‘Bharosa’ (trust) represents the faith customers have in the parent brand, SBI.
SBI General Insurance MD and CEO Pushan Mahapatra said, “We take pride in having the parentage of SBI, and indeed, it is our privilege to carry forward the strong legacy of trust and security.
The insurance category in India is riddled with fear and insecurity. To address this well and live up to our brand that resonates with “trust”, we have derived the tagline – Security and Trust, both which in Hindi reads as – Suraksha and Bharosa, Dono.”
He added, “We are honoured with the faith that our customers have shown in us. With our new logo, we reinstate and reassure them that we are ready to serve their growing needs of services with new-age processes and services.”
SBI General Insurance head brand and corporate communications Shefali Khalsa said, “SBI General as a brand has immense affinity and resonance to trust. Last Dec’19, SBIG completed a decade of catering this trust and insurance solutions to its customers. This new identity launch is the new avatar of SBIG, so to say SBIG 2.0 Version. The new brand identity and the ‘swipe’ in the logo as element resonates the new digital approach. While retaining the legacy of our brand’s parentage, the new look and feel of the brand are to convey our progress and readiness in this digital age.”
“An identity change is an important milestone, especially as SBI General Insurance completed a decade of operations recently” added Khalsa.
Rediffusion Brand Solutions won the creative mandate for SBI General Insurance.
The new brand identity and logo will be used across all communications from 1 July 2020. The entire change will be done gradually at all visible touchpoints.
Brands
Uniqlo India signs Jasprit Bumrah as brand endorser
Cricketing star fronts new LifeWear campaign highlighting comfort and simplicity.
MUMBAI: Jasprit Bumrah just bowled a perfect yorker into fashion because when the fastest bowler in the world picks Uniqlo, even off-field style gets a pace attack. Uniqlo India has roped in Indian cricket icon Jasprit Bumrah as its brand endorser, kicking off the partnership with a fresh campaign that brings the brand’s LifeWear philosophy to life, clothing engineered for simplicity, quality and effortless comfort in daily routines.
The 30-second film shows Bumrah in relaxed, everyday moments away from the crease highlighting how the AIRism Oversized T-shirt slips seamlessly into his off-field life. The narrative quietly mirrors his journey as a fast bowler, built on consistency, instinct and the kind of fit that feels right from the first wear and only gets better with time.
Jasprit Bumrah said, “In my day-to-day life, I prefer clothing that feels comfortable and effortless, especially when I’m spending time off the field. That’s why I’m happy to be partnering with Uniqlo, the brand’s approach to everyday clothing feels like a natural extension to my personal style.”
Uniqlo India marketing director Nidhi Rastogi added, “We are proud to partner with cricket world champion Jasprit Bumrah and welcome him to the Uniqlo family. His focus on excellence, authenticity and quiet confidence reflects the essence of Uniqlo’s LifeWear philosophy.”
The campaign is now live across digital channels, social media, in-store displays and outdoor platforms, with the film and imagery rolling out alongside the announcement.
In a world where pace often means rushing, Bumrah and Uniqlo are reminding everyone that the best things in life and on the body come from calm, consistent comfort that simply shows up every day and gets the job done.
