New Delhi: 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.”
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.