MAM
SBI Life ‘celebrates life’ with new campaign
MUMBAI: SBI Life Insurance is launching a new television campaign with a major focus on the emerging tier II and tier III towns.
According to SBI Life Insurance, inspite of 22 private players operating in India post opening up of the life insurance sector, the market still remains hugely underpenetrated. The apathy is further aided by poor understanding of products and their core benefits – thus, leading to consumer inertia towards insurance.
“This, however, not only gave us an insight into the huge opportunity to take the lead towards aligning the category benefits with the consumer needs,” said SBI Life head brand & communications Chandramohan Mehra,
“We are sharply focusing on the target group in the emerging tier II and tier III towns who we define as “the new thirties on their way to accomplish bigger dreams,” Mehra added.
Playing on the tagline, ‘Celebrate Life‘, the commercial has been conceptualised by Ogilvy and Mather. The communication strategy looks at enabling a clear articulation of the life insurance benefits by simplifying and developing a message that consumers resonate with it.
Said Ogilvy and Mather SVP Asheesh Malhotra, “In contrast to most players who focus their efforts on the archetypal metro audience with propositions that overlap each other and often fail to create brand differentiation, the SBI Life commercial not only breaks clutter but manages to reach to a far wider audience.”
Produced by Chrome Productions, the creative director of the TVC is Nitin Pradhan.
Said Ogilvy & Mather (India) chairman Piyush Pandey, “We have always reached out to people and connected with them emotionally. And this new commercial is a fresh and romantic take on a young couple‘s dreams of their older age.”
MAM
Navi releases new ‘Hurrypur’ film focused on speed and simplicity
Auto breakdown turns F1-style pit stop in campaign film set to Baalti’s track
MUMBAI: When life’s in the fast lane, Navi wants even your breakdowns to be over in a blink. Navi has rolled out a new film under its ongoing ‘Hurrypur’ campaign, doubling down on its core pitch speed and simplicity in everyday transactions.
The film opens on a familiar hiccup, an autorickshaw breaking down mid-ride. But what follows is anything but ordinary. The repair unfolds like a Formula 1 pit stop swift, precise, almost cinematic. Within seconds, the tyre is replaced, the vehicle is back on the road, and even the fare negotiation wraps up in record time.
Set to US-based musical act Baalti’s track “123”, the film uses rhythm and pacing to mirror its central idea, in a world that moves fast, everything around it must keep up.
The narrative builds on Hurrypur, a fictional world where time is treated as currency and delay is almost obsolete. Through exaggerated yet relatable scenarios, the campaign reflects a broader behavioural shift consumers increasingly expect instant responses, whether from people, platforms or payments.
Navi Limited MD and CEO Rajiv Naresh said the Hurrypur universe is designed to highlight the company’s focus on delivering seamless, time-efficient experiences. Meanwhile, creative agency Sideways and director Ayappa KM leaned into humour and visual energy to push the story beyond a typical product-led narrative.
Instead of listing features, the campaign sticks to storytelling turning a routine inconvenience into a high-speed spectacle.
Because in Navi’s world, even a pit stop refuses to slow things down.
