SBI Life's new campaign targets millennials to take insurance as a happy responsibility

SBI Life Insurance's ‘Main se Hum’ campaign establishes a sharp focus on the company’s portfolio of protection products

by exchange4media Staff
Published - Sep 22, 2018 4:02 PM Updated: Sep 22, 2018 4:02 PM

SBI Life Insurance, one of the leading private life insurance companies in India, launched its ‘Main se Hum’ campaign today, establishing a sharp focus on the company’s portfolio of protection products. The 360° campaign targets millennials across multiple platforms including TV, print, outdoor, along with digital and social media.

Contrary to popular belief millennials are happy to take on responsibilities of safeguarding their loved ones, as they progress in life. The campaign positions insurance as a happy responsibility to help millennials progress through various life stages, subtly appealing to the cohort’s instinct of protecting themselves and their loved ones.

The protective instinct that one acquires with the transition of ‘Main se hum’ is cleverly conceptualised and captured by Mullen Lintas in the launch film. Juxtaposing a carefree youth enjoying the thrill of standing close to passing metro train against a mature family man who is extra cautious while boarding a cable car with his wife and kid, subtly showcases the shift from ‘Main se hum’ as one grows in life. Using multiple everyday instances which showcase the transition of a carefree youth to an instinctively protective version of oneself, SBI Life’s ‘Main se hum’ campaign positions insurance as a happy responsibility tool for one’s protection needs.

Ravindra Sharma, SVP & Chief of Brand & Corporate Communications, SBI Life Insurance, said, “Main se Hum celebrates the happy responsibilities that come along as one progresses in life. Layers of research indicate a peculiar trend, that with the progression from ‘Main se hum’, one is instinctively driven to protect their loved ones. Our communication is aimed at driving awareness that insurance is a tool which takes care of one’s protection needs, essentially providing the peace of mind required to take on newer responsibilities in life.”
He further added, “There is a clutter of brands pushing campaigns designed around media consumption patterns of the millennial. SBI Life on the other hand is appealing to the behavioural tendencies, which indicate that millennials are happy to take on responsibilities for their loved ones as they progress in life. We believe approaching insurance as a happy responsibility will also assist in widening the insurance penetration in India, over the long run.”

Commenting on the campaign, Amer Jaleel, Chairman at Mullen Lintas, said, “The process of discovering insurance insights has been one of the richest experiences I have had in my career. With SBI Life we dug really deep to uncover the instinct of a protector. And that is that the protective instinct kicks in when you’re thinking changes from the younger ‘main’ thinking’ to the more mature ‘hum’ thinking’ and that is what we have based our work on. Insurance is that ‘main se hum’ ka kadam that we all have to take in life.”

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