SBI Life extends the ‘Main se Hum’ brand campaign on ground

14 Nov,2018

By A Correspondent


SBI Life Insurance has collaborated with advertising start-up CupShup to help convert tea and coffee cups into a platform for brands.


Commenting on the collaboration, Ravindra Sharma, Chief of Brand & Corporate Communication, SBI Life Insurance Company Ltd., said: “Conversations over a cup of tea have a lot of cultural overtones in our social setup, we are most close to people which whom we take our tea breaks and speak out the heartfelt. We found this opportunity to capture attention over the tea break most apt to share the message of Main Se Hum, which is about taking on the happy responsibilities for our loved ones.” He further added, “The challenge to connect with today’s consumer is to device strategies which are unintrusive yet powerful enough to capture their mind-space. In that context, the association with CupShup works as a fitting extension for Main Se Hum, as it places the brand literally in the hands of our consumers without interrupting their routine. We hope to leverage the social beverage of India to encourage today’s consumer to take on insurance as happy responsibility”


Added Sidharth Singh, Co-Founder, CupShup: “We are extremely glad to tie up with SBI Life for this campaign. The beauty of paper cup marketing is that it is targeted and takes the brand to the right hands, literally! Having tea is an emotion for Indians and the paper tea cup is a part of their life everywhere they go. Tea drinking is a social habit that triggers discussion and engagement. With paper cup branding, relationship building is easier and that is also the idea behind SBI Life’s ‘Main se Hum’ campaign.”



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