SBI Life launches educational campaign for customers

21 Dec,2012

By A Correspondent


Intensifying its customer educational efforts, SBI Life has launched a multi-media educational advertising campaign. Unlike the category communication, the seven ad-films TV campaign impactfully drives the point about paying attention to a few basics before buying a life insurance product.


Chandramohan Mehra, Head, Brand and Cross Sell, SBI Life, said, “Indian consumers demonstrate evolution and high level of detailing when in shopping mode for other product categories. Unfortunately, there is high inertia towards understanding a few basics before subscribing to a life insurance product. Educating the prospective buyers of life insurance, the communication strengthens their trust in the brand as a category leader.”


The educational initiative has been launched across social media platforms, SBI Life’s Facebook fan page ‘Celebrate Life’, Twitter and YouTube. Apart from this, the virtual CrossWords, E-life insurance dictionary, website in nine Indian Languages and insurance educational points at branches are all part of integrated communication efforts that have been rolled out recently. The communication plan is to extend these initiatives in high-traffic shopping malls to bring alive the educational message when the customer is shopping.


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