Making Insurance A ‘Happy Responsibility’ Posted on | Exchange 4 Media


SBI Life’s new film under ‘Main Se Hum’ campaign makes insurance a ‘happy responsibility’

The ad film has been conceptualised by Mullen Lintas and directed by Gauri Shinde

SBI Life Insurance has released a new ad film under its ‘Main Se Hum’ brand campaign. Capturing the essence of ‘Main Se Hum’ with instinctive moments of happy responsibility, this new ad film appeals to today’s consumer by highlighting their positive and responsible approach towards life insurance.

Connecting with consumers across the country, Mullen Lintas conceptualized a light-hearted storyline integrating insurance with elements of romance and humor, thereby making it a subject of household conversations. The simple storyline of a mother along with her daughter cajoling her son to get married cuts across all sections of the society creating a universal appeal. The ad starts with the son trying to fill a life insurance proposal form, wherein without realizing he has accidentally written the name of the girl as the beneficial nominee, inferring that he is ready to take the step ahead (marriage) in life and is ready to protect her. While the boy gets teased by his younger sister in the ad, a larger message of life insurance being a symbolic commitment of happy responsibilities towards our loved ones is conveyed.

Ravindra Sharma, Chief of Brand & Corporate Communications, SBI Life Insurance, said, “Our communication is aimed at having a universal appeal for insurance and simultaneously establishing an emotional connect with the consumer. We believe our creative partners have stood up to the challenge of integrating a financial product like insurance with elements of humor and romance, making it a topic of household conversations.”

He further added, “We hope the symbolic significance of life insurance in establishing our commitment towards our loved ones is conveyed well to help consumers realize their own happy responsibilities towards their loved ones.”

SBI Life’s ‘Main se Hum’ campaign meticulously positions insurance as a happy responsibility tool for one’s protection needs. Using a very apt situation the ad fittingly displays the selfless intuitive progression from ‘Main’ to ‘Hum’, in a inventively ideated fashion, where a young man transitions to an intuitively protective version of himself, through smaller steps that one takes to ensure the safety of their loved ones.

This article was originally published on Exchange4Media