Leo Burnett Orchard’s new TVC for SBI Life teaches self love

The commercial plays down the notion of the insurance buyer as the ‘selfless’ provider

e4m by exchange4media Staff
Updated: Feb 4, 2017 8:39 AM
Leo Burnett Orchard’s new TVC for SBI Life teaches self love

SBI Life, one of the most trusted private life insurers, launched its latest TVC campaign for SBI Life – Smart Bachat plan, titled – ‘Kuch apno ke liye, kuch apne liye’ (now fulfill your family’s wishes along with your own). The campaign has been created by Leo Burnett Orchard.  The TVC has an emotional appeal through which it connects with the audience, laying emphasis on the idea of not having to compromise one's wishes while ensuring the family’s protection.

The TVC opens with a family at an airport, where they spot a famous cricketer and run towards him for a glimpse. First, the women from the family urge for photos with the cricketer and then, the children and senior members. All this while, the protagonist (the father), himself extremely keen on being in the frame, is clicking photos. Soon, the cricketer starts to leave and the family starts to disperse, leaving the father standing there with a rueful smile. Just then, the cricketer taps on his shoulder and asks if he would care to take a selfie with him, for which the protagonist poses happily. The voiceover playing in the background says – “It feels so good when you find a little joy for yourself, while securing your family’s happiness.”

Speaking at the launch of the campaign, Ravindra Sharma, Head – Brand and Corporate Communication, SBI Life said, “People feel life insurance is important, yet they don’t buy it as they don’t see any benefits for themselves in it. They realize that while securing the family’s future is important, it should also add value to their own lives. While buyers have evolved in their needs, life insurance brand communication hasn’t evolved at the same pace. The role of the insurance buyer as the ‘selfless’ provider has not changed in category communication over the years. This presented a great opportunity for SBI Life to change the conversation in the category and connect strongly to the life insurance buyers of today.”

Explaining the campaign, Sharmine Panthaky, Head of Office, Leo Burnett Orchard, Mumbai, says, “In a category full of parity products, building relevance and differentiation over functional attributes wasn’t going to move the needle. The only way to achieve our task was to connect with our audience over a strong emotional truth. The insight we hit upon was an enduring cultural truth of today, which is - we are increasingly investing in self. The product has dual benefits of enabling protection and savings, so we summarised with the phrase ‘Kuch apno ke liye, kuch apne liye’, which brings out the essence of the offering and connects with the audience.” 


Agency Name: Leo Burnett Orchard

Chief Operating Officer: Mahuya Chaturvedi

Creative team: Vikram Pandey (Spiky), Amod Dani, Brahmesh Tiwari, Vishal Nicholas, Vishesh Jain, Mandar Acharekar, Bhakti Vichare, Sonal Jadhav, Ravindra Borkar 

Account management: Sharmine Panthaky, Kevin D’Silva, Maaz Memon

Strategy team: Amritraj Thakur, Vineet Singh 

Production House: Superfly Films

Director: Kopal Naithani

Producer: Ranadeep Oberoi, Sukirth Rao

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